Goal:

• Increase sales of Muscadet within the timeframe of Sept 15 –Oct 15, 2010, in Seattle, Washington

Strategy:

• Positioning: French Muscadet and Local Oysters.
• Partnership: Benson arranged 15 restaurants, 2 oyster companies, retailer, launch press event, advertising (left).
• Purchase: Restaurants poured 3+ Muscadets by-the-glass throughout promotion.

Results:

• Dramatic consumer demand. 8 restaurants reported Muscadet sales +300%; 4 restaurants +400%.
• Longevity: Several added to permanent wine lists. One added wine to “prix d’oyster” menu item.
• Well received: “Great promotion overall!!”, Renee Erickson, Boat Street & The Walrus and the Carpenter restaurants. Repeating promotion in more markets in 2011.
• Cost: Case sales dwarfed actual activation costs.