By Amy Looker, editor – National Liquor News 

Wolf Blass has signed on as the official wine partner of the AFL, with the new agreement extending the reach of its previous partnership with the Essendon Bombers and Brisbane Lions.

Treasury Wine Estates’ marketing director Australia, Lisa Saunders, said that sport plays an important role as a key activation platform for the Wolf Blass label.

“Wolf Blass is pleased to be continuing a tradition of involvement with Australian Football. Wolfgang Blass was the first winemaker to use coloured labels to help people remember their favourite wine and varietal and Wolf Blass Yellow Label was born when he was watching Hawthorn play back in the 60s,” said Saunders.

“AFL fans can now enjoy a glass of Wolf Blass whilst watching their favourite team play at various football stadiums across the country.”

AFL’s general manager of commercial operations, Darren Birch, said Wolf Blass was another high calibre addition to the AFL’s stable of partners.

“The AFL has enjoyed a successful relationship with Treasury Wine Estates over the past three seasons and we look forward to further developing that partnership through the addition of the Wolf Blass brand to the many AFL events across the calendar year.”

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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