Old Git takes to the web with cheeky new gift-themed site

Irreverent wine brand Old Git has launched online. The new site, at www.oldgitwine.com, builds on the brand's success as a cheeky gift. The brand sells about 750,000 bottles on Father's Day each year, according to parent company Boutinot.

The site, developed by digital agency The Raft, has a gift theme, and brings the Old Git character to life in a downloadable screensaver, which acts as a reminder for important dates.

Users can play a viral game challenging them to stamp grapes to fill bottles, without wearing the old man out, while a range of greeting cards is also available to download.

Dan White, marketing director for Boutinot, said: "The wine has spread as a tongue-in-cheek gift and we wanted to extend it online. We want people to think about Old Git when they are buying gifts for Father's Day, birthdays and Christmas."

Wine details and tasting notes, retailer links and an online buying facility adds the trading face, and traffic is driven to the site through offline advertising, starting with a campaign in GQ, and the inclusion of the web address on back-labels.

White added: "The point of the site is to take people from the back of the bottle, to the site and promote the brand."

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