Andros Communications collaborated with the SAQ (Quebec provincial liquor board) to develop and execute a digital strategy to raise awareness of German wines and grow category sales in the Quebec market. This was achieved by closely coordinating efforts and leveraging the SAQ’s digital and social media platforms to promote a feature editorial in the digital fall edition of SAQ Magazine The Spirit of Sharing, fittingly titled: A Fresh Look at German Wines written by renowned Quebec wine journalist Rémy Charest.
From September 24 to 30, 2020 the German wines feature article was the main story on the SAQ homepage, and in support of Wines of Germany, the SAQ article linked to the Wines of Germany’s own website so that SAQ consumers could further explore German wines.
Social posts were fun and informative with engaging content from both SAQ and Andros Communications for Wines of Germany, including an interactive wine quiz on SAQ’s Twitter handle.
To further capitalize on this partnership and the SAQ Magazine feature, an Inspire loyalty points program was implemented for SAQ Inspire cardholders offering multiple points on the purchase of German wines during the promotional period.
Overall, this collaboration proved to be very successful, resulting in a doubling of growth in the German wine category in the SAQ compared to last year during the promotion, and an annual increase in German wine category sales that exceeded 3 times the average of overall wine sales at the SAQ in 2020.
“Merci encore pour tout le travail que tu fais pour mettre de l’avant l’Allemagne. Nous en sommes très contents!”
Directrice de compte, Gestion de L’offre, SAQ
