Andros Communications formed a partnership with Vancouver retailer Legacy Liquors in June 2021 to showcase and promote German wines on behalf of its client Wines of Germany. The objective of this campaign was to educate consumers on German wines as the perfect summer wine with the tagline ‘the coolest wines on earth’ and increase overall sales of the German wine category.
To support the promotion, Legacy Liquors curated a distinct and diverse wine offering to showcase the incredible versatility of German wines.
Components of the campaign encompassed an in-store contest including digital and radio advertising initiatives to generate interest and maximize consumer reach. The in-store contest offered consumers a chance to win a gourmet German food and wine picnic for 4 people. The digital and radio advertising campaign supported Legacy Liquor’s retail promotion and the in-store contest.
High volume of contest entries and increase of German wine sales at Legacy Liquor compared to previous months indicated the success of this promotion. As an added bonus, sales results from this program opened the opportunity to discuss expanding the German wine offerings in Legacy Liquor moving forward.
