integrated marketing for foods and beverages
From Chasselas and Cornalin to Gamay and Amigne, the vineyards of Switzerland offer a remarkably wide range of fine wines. However, consumer reluctance to purchase these unknown varietals limited U.S. distribution.
To capitalize on the American desire for new experiences in wine, cooking and entertaining, Swiss Wines were positioned as tasteful alternatives to “oaked” Chardonnays and mundane Cabernets.
A national vintners’ tour, print advertising, public relations and strong trade support, motivated editors, restaurateurs and wine drinkers to discover how Switzerland’s unique varietals could complement their good taste.
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