Sacred Hill has been part of this country's wine landscape for more than 25 years and Managing Director David Mason says the brand has always been about quality moments with family and friends.

"Our focus on family and friends hasn't changed but we've looked at what that means in today's society and how we can take a stance on things that are really important in life," Mr Mason says.

The result is a quirky campaign under the banner of "Some things should be kept sacred" which sees the brand align itself with quality times and moments of real connection.

"These days it is all too easy to find ourselves with our heads buried in our phones and tablets almost to the point where we're missing out on life going on around us," Mr Mason says. "We're just saying that there is a time and place for everything."

"The things Sacred Hill holds sacred are about a quality and pace of life that is more nourishing and less distracting. We are celebrating the real connections over the virtual."

The campaign, developed by Auckland agency JWT, is built around the premise that life's sacred moments involve real face to face connections with family and friends - time out from the hustle and bustle of modern life.

But one thing that people won't see in the campaign is the wine itself, with Sacred Hill seeking to make its point more subtly with a series of exquisitely designed executions featuring one liners that aim to strike a chord with the public.

Examples include: 'The internet will go on without you'; 'Wouldn't it be nice if we used our dining rooms more'; and 'Call an old friend whose number you know off by heart'.

With those sentiments in mind, Sacred Hill is offering consumers the chance to win a $5000 luxury Hawke's Bay weekend of long lunches and lie ins for six people.

For further information please visit www.sacredhill.com.