Brazil beckons for one lucky OLN reader

17 April, 2014

Off Licence News has teamed up with Wines of Brazil to offer retailers the chance to win a trip to the South American nation.

The winner will be able to enjoy the world-famous Rio de Janeiro carnival and visit some of Brazil’s leading wineries.

Independent retailers should get in touch at winesofbrazil@ offlicencenews.co.uk and we will send you a Brazilian wine POS kit to display between June and July, when Brazil hosts the World Cup.

Then send us a summary of how it impacted on your sales to be in with a chance of winning the main prize. Runners-up can win cases of Brazilian wine.

Wines of Brazil sees the World Cup as the ideal opportunity to showcase the broad range of wines the nation produces, with more than 20 million Brits expected to tune in.

Recent listings include Waitrose, Tesco and Marks & Spencer, while Bibendum managing director Michael Saunders expects interest in Brazilian culture, food and drink to “explode” in the next few years as the Rio Olympics in 2016 keeps the spotlight firmly on the land of samba, carnivals and beaches.

Wines of Brazil is ramping up its marketing activity with digital campaigns and on-pack promotions, and Ana Paula Kleinowski, who oversees the export project, said: “We think we can grow exports to the UK by 300% by 2016.”

Along with the retailer prize, shoppers can also win a trip for two to Brazil. Each bottle of wine that leaves Brazil for the UK will carry a neck collar or QR code promoting the competition.

Consumers will be taken to a microsite where they can win the holiday, T-shirts, footballs and wine coolers as part of Wines of Brazil’s new Wake Up the Brazilian in You campaign.

The generic body will also send each entrant an e-book telling consumers how to eat and drink like a Brazilian.




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COMMENT

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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