stackt market meets the coolest wines on earth Pop-Up Bar

From August to October 2021, the Andros team, for Wines of Germany created a brand immersive pop-up outdoor wine tasting bar, the “Berlin Bar,” at stackt market - Canada’s largest shipping container market located in the heart of downtown Toronto. 

 As the official wine partner, the Berlin Bar featured over 30 different German wines for three months, providing consumers the opportunity to explore and enjoy the wide variety of wines Germany has to offer. 

 To take the experience one step further, the world-renowned Berlin nightlife was brought to stackt market on the first Friday of every month, dubbed as “Berlin Night” with a live DJ spinning all the latest tunes. 

 With provincial health measures in place, guests were able to safely enjoy the Berlin Bar experience both indoors and outdoors. 

 “We were thrilled to work with such a unique partner like stackt market with whom we share the same values to bring Toronto the ‘Berlin Bar’ experience, the first Wines of Germany pop up bar. We created a cool vibe at the ‘Berlin Bar’ patio and offered visitors an exciting assortment of wines that paired with the diversity of cuisine on offer at stackt.” said Ted Kalaboukis, Director at Andros Communications.

About stackt market

In keeping with its core values of sustainability and innovation, stackt has taken 100,000 SQ. FT of land in the heart of downtown Toronto and transformed it into an experience of curated discovery, featuring local and international retailers, pop-up community events, outdoor art galleries and a mix of restaurants and outdoor patios with innovative culinary adventures. Click here for more information.

Andros Communications Supports LCBO’s Push of German Wine

With the support of Wines of Germany, the LCBO launched a German wine promotion throughout the summer months of July and August 2021. To provide maximum support for this promotion, Andros Communications launched the “Coolest Wines on Earth” advertising campaign for their client Wines of Germany, with a comprehensive print and digital marketing strategy. The goal was to create awareness of German wines and the LCBO promotion. The strategy implemented included the following:

LCBO Virtual Tasting Experience titled, ‘Cool German Wines,’  held on July 29th hosted by Founder + Chief sommelier of the Wine Sisters, Erin Henderson and Canadian sommelier, Kimberly Pollack. This offered educational information on wines currently available at the LCBO for purchase online and in-store, with food pairings featured (with recipes) in the latest Food & Drink Magazine. View the Cool German Wines virtual tasting experience here. 

The LCBO.com landing page, featured 15 German wines endorsed by the LCBO for purchase with engaging content about the region. An exclusive online curated Discovery Box was offered, consisting of a mixed case of German wines; a guide to German wines, and a summer themed value-add carrier bag.

The advertising campaign was implemented at select LCBO stores across Toronto and on city buses and bus shelters in the Kitchener-Waterloo region where the LCBO’s Destination Collection specialty German wine boutique is located. 

With the support of Andros Communications, this successful promotion increased overall awareness and sales of German wines at the LCBO.

Andros Communications organizes Canada’s first “Riesling Fellow” Awards

On behalf of client the Wines of Germany, Andros Communications developed and successfully executed on September 10, 2021, the Riesling Fellowship Awards reception and dinner in the Garden of the Official Residence of the Consul General of the Federal Republic of Germany in Toronto. Top members of the Canadian wine trade, LCBO, and media were in attendance to honour the two Canadian inductees: Al Drinkle (Partner & General Manager of Metrovino in Calgary, Alberta) and Harry Drung (President of HHD Imports in Waterloo, Ontario). Al and Harry were awarded for their hard work, dedication, and passion to promote German Rieslings throughout Canada. They join a distinguished group of Riesling Fellows which includes, Jancis Robinson, Hugh Johnson, and Paul Grieco.

“We are delighted, on behalf of Wines of Germany, to organise the first Riesling Fellow Awards in Canada,” enthused Ted Kalaboukis, Director of Andros Communications.

Guests were treated to an exquisite dinner by renowned Executive Chef Nick Liu of DaiLo restaurant. Paired with a curated wine selection provided by Wines of Germany, which included a special selection of old vintage Rieslings. 

Riesling Fellowship

The Riesling Fellowship, founded in 2013 was developed by the Wines of Germany – the  German Wine Institute  - in order to honour and recognize members of trade around the world who have over the years dedicated so much energy and passion in promoting German Rieslings. For more information on the Riesling Fellowship and Riesling Fellows click here.

Andros Communications Partners with Independent Retailer Legacy Liquor

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.

Andros Communications Supports Equal Opportunity in Wine Sector in Canada with Non-Profit Vinequity

Andros Communications is a proud supporter of Vinequity, a not-for-profit organization with  mission to advocate and support equal opportunity for Canadians who identify as Black, Indigenous or People of Color (BIPOC) that work in the wine industry in Canada.

Vinequity was founded by seven Canadian female wine professionals of colour: Nupur Gogia, Carrie Rau, Nabilah Rawji, Debbie Shing, Chanile Vines, Beverly Crandon and Olivia Siu. The organization has three main objectives: (1) to host a public online directory of Black, Indigenous, People of Colour (BIPOC) in the Canadian wine industry; (2) to raise scholarship funds and award them to BIPOC applicants wishing to further their wine industry careers in Canada; and (3) to provide advocacy, resources and support to marginalized people who have experienced barriers to advancing within Canada’s wine community.

https://www.vinequity.ca/

“It is imperative for us to do our part to ensure there is inclusion and equal opportunity for the BIPOC community everywhere, including the wine industry. We applaud Vinequity’s leadership and are proud to support their dedicated efforts.” 

Ted Kalaboukis, Director, Andros Communications

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

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.

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.

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 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 in the comfort of their own home.

Andros Community Support

Andros Communications is helping its community with financial support to the Scott Mission www.scottmission.com  and to Michael Garron Hospital  https://www.tehn.ca/   

In addition, we are busy sewing masks for non-medical use at Michael Garron Hospital (MGH) of Toronto.

Photo: Voula Kalaboukis of Andros sewing masks for MGH.