Goal:

• Consumer sampling at point-of-purchase; support retailer; increase sales; educate consumers.

Strategies:

• Training: Benson trained each host in brand messaging, common questions, etc.
• Stock: Benson worked with local importers, wholesalers and retailers to ensure adequate stock buy-in.
• Market Selection: Based on buying season; high index for wine consumption; high growth potential markets.
• Collateral and Support: Maps, corkscrew incentive, and select advertising in some markets.

Results:

• In all markets, immediate wine sales recovered at last 75% of tasting cost; 18-24 bottles average sales per  3-hour tasting. During one week, one chain sold 172 cases versus 18 normally.