Andros Communications Partners with the SAQ to Boost the Growth of the German Wine Category in Quebec

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

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Wakefield Wines Gives Canadians A Guide To Drinking And Serving Wine At The Correct Temperature

Over 30 lifestyle media guests attended with representation from some of Canada's top influencers, bloggers, print and online publications. A consumer dinner followed and included wine enthusiasts from across the GTA.

Over 30 lifestyle media guests attended with representation from some of Canada's top influencers, bloggers, print and online publications. A consumer dinner followed and included wine enthusiasts from across the GTA.

Canada – Are we drinking and serving wine at the wrong temperature? 

 

Andros Communications produces Australia’s Wakefield Wines “Celsius Event” in Toronto for the Canadian release and promotion of their Optimum Thermal Sensor labelling on their Estate and Promise Land range of wines.

 

OUR TASK

In partnership with Profile Wine Group and our client (Wakefield/Taylor Wines), we were tasked with addressing the common mistake made by many wine drinkers of serving and drinking wine at the incorrect temperature.  

Unlike any wine labelling currently used in Canada or found at your local wine retailer such as LCBO, Wakefield’s unique label launched in Canada through Wakefield’s Celsius Campaign. 

How does it work? The Optimum Drinking Temperature Sensors located on the back label of Wakefield’s wines provide consumers a wine temperature serving guide that improves overall drinking experience by indicating when the correct serving temperature is reached.  The easy to follow colour changing label allows Canadian’s the ability to serve their favourite red and white wines at the perfect temperature.

Justin Taylor of Wakefield Wines, and Drew Walker of Profile Wine Group, guide guests through a sensory tasting of award-winning wine paired with an exquisite menu.

Justin Taylor of Wakefield Wines, and Drew Walker of Profile Wine Group, guide guests through a sensory tasting of award-winning wine paired with an exquisite menu.

  

OUR STRATEGY

Our overall objective was to support and promote current listings of Wakefield’s Estate Range in Canada while building awareness of the Estate Series portfolio among B2B and B2C markets and guide Canadians towards the importance of wine drinking temperature. 

Our team developed a Toronto event and national promotional media and influencer marketing campaign that demonstrated how the Optimum Drinking Temperature Sensor works. The campaign worked in conjunction with Wakefield’s Canadian release of their Estate Chardonnay, Estate Shiraz, and Estate Cabernet Sauvignon.

Our event took place at Toronto’s Distillery District - The Loft and included two sit-down wine tastings with food pairings that were hosted by Wakefield’s own Justin Taylor.  One event was held for media and LCBO buyers and the second event was held for wine enthusiasts. Justin led consumers, media and trade through sensory experiences and paired wine tastings that demonstrated how the temperature sensor works and its importance in delivering exceptional flavours and aromas when tasting wine.

Key wine critics and lifestyle media (syndicated across national press and digital channels) and top LCBO buyers attended. Media assisted in initiating conversation and consumer awareness through their own unique content creation; which included earned media from top influencers, traditional and online media outlets. Read our campaign coverage. 

“It was imperative that we branched out from typical wine content and reviews in hopes to correctly promote the easy to use and unique thermal labelling that offers both knowledgeable wine consumers and novices alike, the ability to serve wine at the correct temperature while in the comfort of their own home and  when entertaining family and friends.” ~ Ted Kalaboukis, Director - Canada | Andros Communications

Our 3-course tasting menu was accompanied by 3 different wines served at both the correct and incorrect serving temperature.

Our 3-course tasting menu was accompanied by 3 different wines served at both the correct and incorrect serving temperature.

 

OUR RESULTS 

With Brand awareness and positioning at the forefront of our integrated marketing campaign, our team focused on Wakefield’s Optimal Drinking Temperature technology and innovative labeling, while highlighting Wakefield’s award-winning wines, commitment to sustainability, family heritage and Australian roots, through hands-on and educational sensory experience.

Andros was thrilled to develop a new international partnership while supporting Wakefield Wines release of their quality and award-winning wine to Canada.  Deliverables and return exceeded our client’s expectations with an overreached earned media value and an increase in both consumer interest and sales.

The activity was integral for Profile Wine Group and for Wakefield to obtain new listing opportunities at the LCBO.

“Thank you on behalf of Wakefield, Profile and myself for all your efforts and attention to detail with regards to our Celsius event in Toronto. The whole event came off without a hitch.  I would absolutely look forward to working with you and your team again” ~ Jeff Siddron, VP Export – North America | Wakefield Wines

Optimum drinking temperature can be achieved with Wakefield’s simple to use sensor label. Located on the back of both Wakefield's Estate and Promise Land range, consumers can easily achieve the perfect serving and drinking temperature for wine while…

Optimum drinking temperature can be achieved with Wakefield’s simple to use sensor label. Located on the back of both Wakefield's Estate and Promise Land range, consumers can easily achieve the perfect serving and drinking temperature for wine while in the comfort of their own home.

Wines of Chile showcases 27 Wineries at one of Canada’s largest wine festivals for consumers and trade professionals

November 5, 2019 – Toronto, ON // 700 wine enthusiasts packed the Royal Ontario Museum to celebrate the 14th annual Chilean Wine & Food Festival, hosted by Wines of Chile, in association with the Chilean Trade Commission and Pro Chile. The crowd included opinion leaders in trade; importers, LCBO buyers and product consultants, restaurateurs, sommeliers, food and beverage managers as well as consumers who explored Chile’s wine regions through a unique walk around tasting of 27 wineries.  Representatives from the wineries were on hand to speak to guests and educate them about their wines on offer.

With the objective to inform trade and consumers about the diversity of Chilean wine, the event took flight with a featured trade seminar hosted by John Szabo (Master Sommelier) followed by a walk around tasting for all trade and key attendees from the LCBO.  The day proceeded with a tutored tasting for Toronto Life Insiders and media hosted by Erin Henderson (Toronto Life Wine School).  A consumer walk around tasting with nearly 250 avid wine enthusiasts took place in the evening where 23 Chilean wineries exhibited along with 4 additional wineries at a special Pequeños (small producers) section, an LCBO E-commerce table and a Fruits from Chile information and sampling table.  One of the event’s most sought after attractions were the innovative audio tours and tastings, hosted by LCBO Product Consultants, every fifteen minutes on topics such as “Carmenere; Chile's Signature Grape” and on an exploration of “Chile's Wine Regions.” The all-inclusive event featured a copious Latin American inspired menu that paired superbly with the Chilean wines presented, including a selection of handmade empanadas! 

The day was filled with passion, inspiration and enthusiasm for Chilean wine and viticulture within a lively and social atmosphere where trade and consumers could converse, dine on Latin American food and dance to the sounds of Chile. “We are delighted with the success of the 2019 Wines of Chile Grand Tasting, as not only did we surpass records for trade attendance, the evening session brought together an engaged and enthusiastic crowd of wine lovers. We thank all for attending, and in particular our partners, the LCBO, the wineries and their agent representatives,” said Ted Kalaboukis, Director, Andros Communications, representative for Wines of Chile in Ontario.  As one of the largest Chilean wine festivals offered in Canada, the event truly proved yet again, to be one of Toronto’s best kept food & wine events.

About Wines of Chile

Wines of Chile is a non-profit and private organization that represents the wine producers of Chile.  Our mission is to strengthen the wine industry while focusing on sustainable development in the vineyard, the winery and in the local community.  We promote Chilean wine both nationally and internationally through research and development of new technologies and in ongoing training programs.  Wines of Chile aims to be a meeting point for all associates within the industry, collectively orienting them through the different phases of their development while supporting them as individual wineries. 

About Andros Communications

Founded in 2008, provides strategic counselling services and integrated marketing and communication solutions to the food and beverage industry in Canada and world-wide.  Andros brings together a dynamic team of strategic, event and public relations professionals with a combined experience of more than 40 years of practice.

For further information or inquiries regarding next year’s event please contact Tricia Lumb: Media Contact for Wines of Chile, Ontario at Andros Communications, tricia@androscom.com, (289)-775-0944.

 

 

 

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German Wines Rocks the LCBO Stores and the Streets of Toronto

Wines of Germany launched a full-scale promotion this summer to create awareness on how German wines are The Coolest Wines on Earth and are the perfect wines for BBQ and summer patio season. The promotion began with a 16-week Toronto Transit Commission (TTC) streetcar promotion allowing a large audience reach in downtown Toronto through major East-West arteries throughout the city.

A social media contest was launched to compliment the promotion and create online engagement for one lucky winner to win a case of German wine if they could spot the streetcar and post it. The entire program resulted in 3,776,000 total impressions for a 16-week campaign with a Toronto audience reach of 23%.

In conjunction with the streetcar promotion, a LCBO instore tasting program was implemented allowing consumers to sample the Coolest Wines on Earth for themselves. As a result, one third of consumers who sampled also purchased a bottle from the tastings.

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UK High Commission Brings New Spirit Suppliers to Toronto Seeking to Enter the Ontario Market

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Wednesday, February 27, The Chef House

Great Britain has seen incredible growth in spirits with 361 distilleries now in operation. On February 27th the UK High Commission worked with Andros Communications to organize an exclusive afternoon tasting and networking event with suppliers at the forefront of the UK spirits boom. Eight suppliers sampled an exciting selection of gins, whiskies and liqueurs and displayed new packaging concepts. In attendance were Ontario agents, LCBO spirits and RTD buyers, press and influencers. An assortment of British cheeses, crackers and charcuterie were arranged by The Chef House culinary students and served as the ideal complement to the many spirits on offer.

Participating UK Suppliers

6 O'clock Gin/Bramley and Gage

Anno Distillers

Atom Brands

Conker Spirit

Curio Spirits

Emporia Brands

Southwestern Distillery

Warner Edwards

Priscilla Incisa della Rocchetta of Tuscany’s Tenuta San Guido Visits Toronto

Wednesday, November 14, Don Alfonso, Toronto

Together with Sylvestre Wines & Spirits, Andros Communications organized a press and buyer tasting of wines from Tenuta San Guido’s portfolio at the newly renovated Don Alfonso 1890 restaurant located in downtown Toronto.

Hosted by 3rd generation owner Priscilla Incisa della Rocchetta, the tasting began with 2016 Le Difese and 2016 Guidalberto, two wines introduced in 2000 and 2002 that share Sassicaia’s pedigree but highlight different aspects of the winery. The tasting finished with a vertical of the iconic Super Tuscan, Sassicaia, including the 2015 vintage recently rated top wine in the world by Wine Spectator.

A delicious tasting menu of five courses designed by Chef Saverio Macri and his team complemented the wines perfectly.

In attendance were key LCBO buyers and top reviewers from the wine media including John Szabo, Rod Phillips, Tony Aspler, Chris Waters, Steve Thurlow, Margaret Swaine, Michael Vaughn, Tim Appelt, Jamie Drummond and Kim Gertler.

As a parting gift, each guest received a silver pen engraved Sassicaia.

**Click on the image below to scroll through the gallery of images from the event**