Goal:

• Assess distribution profile of AOC wines of Languedoc in NYC, Chicago, San Francisco
  Identify targets for Fall 2011 Promotion

Challenge:

• Distribution info could not be purchased by traditional wine sales data companies (AOC too new, and companies sort on brand, not region)

Solution: Benson Monitor

• High Tech: MySQL-coded  database and survey questionnaire for iPad, captured data in real-time, and stored in Internet cloud.
• High Touch: Local Benson experts personally visit 600 pre-selected accounts in 3-weeks, May-June 2011

Results:

• Price: Rich data including range and mean pricing across 3 markets for shelf, bottle, glass
• Price comparisons across individual AOCs
• Identified on and off-premise opportunities, target lists
• Created prospect list for fall promotion
• Minimally obtrusive for busy trade professionals
• Established benchmark against which campaign will be measured
• Actual costs less than half originally budgeted.