Vins de Provence
Client: Vins de Provence
Skills: Events, Media buying, content strategy, trade buyer engagement
Website: www.vinsdeprovence.com/en
Inspiring and educating CONSUMERS & the trade to ‘choose rosé, to choose Provence’.
The challenge
Provence is well known globally for its premium, dry rosé wines; but the story was only just beginning in Australia. With consumers increasing their wine knowledge and spend per bottle, Vins de Provence wines saw the opportunity our sunny climate and associated drinking occasions presented.
Educating the trade and consumer on what a true bottle of Vins de Provence is, and what reassurance they can get when purchasing was a key objective. Positioning the wines as their own category and building consumer aspiration for sales pull through was another, all with the aim of increasing product choice and volume in market.
The solution
Telling the story of Provence and it wines was key, removing the negative connotations of the category another. Showcasing the diversity, seriousness and versatility of the wines from the three AOP’s became a central theme.
Content creation for consumer publications, mixing food, foodie identities with beautiful imagery brough aspiration to the wines.
Backed up with a Strategic mix of events and virtual tastings, consumer and trade media buying, content strategy and development, and key trade buyer engagement.
Results
The project has driven Australia to the 9th biggest importer of Provence wines in the world (we were 12th) and continues to see double digital growth.
Events
Virtual Events
Influencer marketing
Coverage & Media Buying
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