Lifestyle brand's office move pays off

02 May, 2008

Thierry's says a decision to take a South African wine sampling campaign outside the normal retail environment and into offices has produced positive results.

Some 3,000 consumers took part in the sampling campaign for the KWV Lifestyle brand, including the employees of six companies that hosted in-office tutored tastings.

The remaining sample base was reached through conventional in-store sampling with House of Fraser.

Michelle Beck, South African brand manager at Thierry's, said: "Of those who took part, 89% were new to the brand and more than 70% stated their intention to purchase KWV Lifestyle wines in the future.

"This is the first time we've carried out such interactive consumer sampling and we will certainly look at repeating it in the future."




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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