How do you make a wine cooler?

Most Americans thought Beaujolais was a red wine reserved for winter. To increase profits, Food and Wines from France wanted to extend the selling season of this light and fruity wine. The Preston/Tully Group crafted a strategy to make Beaujolais a cool drink year-round.


The Preston/Tully Group developed a P-O-S campaign that targeted young, upscale, urban drinkers of imported wine who frequented restaurants, cafes, and retail wine shops. The theme — Refresh Your Drink … Chill Out with Beaujolais” — was designed to show how chilled Beaujolais was a delightful, relaxing alternative to white wines and rosé in the spring and summer.

Using a potent combination of retail p-o-s and on-premise table tents, menu cards, posters, and advertising, the Preston/Tully Group got more and more affluent wine consumers to try chilled Beaujolais. As a result, spring and summer sales of the wine increased in New York, Chicago, Boston, and other key markets by more than 80%.

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