integrated marketing for foods and beverages
The wines of Alsace were unknown in the U.S. Their German-sounding names, fluted bottles, and gothic labels further added to consumer confusion. That is until the Preston/Tully Group created an innovative strategy to reach America’s white tablecloth restaurants and uncork the wines’ full potential.
The Preston/Tully Group positioned the dry and delicious tastes of Alsatian wines as an ideal match for any cuisine. A marketing campaign using the theme — The Wines of Alsace. The perfect companion.” was created to motivate America’s better restaurants to put Alsatian wines on their wine lists and to trigger greater consumer interest in these wines nationwide.
Through four-color trade advertisements, a variety of support materials, and an Alsace promotion kit featuring brochures, wine information sheets, and advice on organizing an Alsace promotion event in restaurants, the Preston/Tully Group got Alsatian wines on the wine lists of 87% of its targeted restaurants. As a result, on-premise sales of Alsatian wines increased 28% over the previous year.
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