Concha y Toro In-Store Consumer Tastings

Enthusing the consumer at the point of purchase is an excellent way to drive sales. Armed with the world's most vivacious wine expert and an excellent set of food and wine matches we took Casillero del Diablo to Majestic stores nationwide.

It takes some effort to stand out in the world's most competitive wine market, especially if you have no desire to sell your brand's soul to get shelf space. Concha y Toro set us the challenge of creating a memorable brand experience and driving sales for their market leading Casillero del Diablo brand. We teamed up with the enthusiastic crowd at Majestic to make this happen.

Armed with wine communicator par excellence Joe Wadsack, a selection of eight delicious food and wine matches and plenty of energy we took these benchmark Chilean wines around Majestic stores nationwide in June 2009.

Groups of up to 70 consumers enjoyed the ultimate food and wine matching experience in the wine aisles of Majestic – a fun, friendly, relaxed and informative means by which to build brand awareness and drive sales.

The results
• Increased consumer knowledge
• A closer relationship with consumers and Majestic
• An average sales uplift per store of 63%
• 10 events with an average attendance of 50 consumers