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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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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