The Beringer Blass-owned brand will run its first TV advertising from May next year, supporting the launch of two ranges: the premium Yellow Label and the everyday Red Label.
The ads will be based on existing international creative, adapted for the UK by Velocity Advertising.
A poster campaign and cricket sponsorship deal aim to boost brand recognition.
Wolf Blass has signed a four-year deal to become the official wine of Test Matches, including branding at seven Test Matches and 10 one-day internationals, and is launching limited-edition wines for the lucrative Ashes series.
The brand has a long-standing association with cricket, having been the official wine of Cricket Australia for more than four years.
A 'Colours of Australia' supermarket campaign will include sampling, promotions and neck-tag competitions.
Wolf Blass is the number six Australian wine in the UK, according to OLN magazine's 'Wine Report 2004'.
The New World accounted for more than 40% of UK imports in 2001, according to Mintel. In Marketing's Biggest Brands survey (Marketing, 28 August), nine of the top 10 wines came from the New World.
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