IN-STORE SAMPLING PROGRAM
Mirus Promotions was enlisted to increase brand awareness and sales for the McBride Sisters wine collection in a multi-state, multi-retailer program. In-store sampling demos were conducted over a two-month period to educate consumers on the products and share the brand history of the sisters’ story, resulting in high conversion rates and raving fans.
After initially connecting the McBride Sisters brand with a Mirus specialist for one-on-one personalized support, schedules were assorted for the two-month program across multiple grocery retail outlets nationwide.
Once brand ambassadors were recruited, a virtual training was hosted through our digital platform and lead by Robin and Andrea McBride, founders of the McBride Sisters brand. The sisters shared their personal story and the history of their brand, in addition to explaining their new partnership with Kroger markets and detailing each variety that would be featured at the samplings: a California Red Blend and Chardonnay, as well as a New Zealand Sparkling Brut Rose and Sauvignon Blanc.
POS, including marketing sell-sheets, clear plastic displays and decorative cork coasters, were shipped and housed within the Mirus storage unit before being sorted and sent directly to brand ambassadors before their activations.
Inventory checks were also completed before each activation to ensure that the products to be sampled were in stock and on the shelves.
In-store samplings were successfully executed at various grocery outlets—Ralph’s, Kroger, Fred Meyer, Fry’s and Smith’s—across 10 different states: Arizona, California, Georgia, Idaho, Indiana, Nevada, Ohio, Oregon, Texas and Washington.
Brand ambassadors shared their expertise about the four wine varietals and McBride Sisters brand history in a total of 170 demos at 121 unique venues nationwide. A total of 1,639 bottles of wine were sold upfront through this two-month program, in addition to the ongoing repeat sales from new raving fans and increased brand awareness amongst consumers.
Post-event recaps provided extremely positive feedback regarding consumer responses to the samplings:
“Most customers were unfamiliar with the brand but were very interested in learning more and sampling it. Those who sampled loved the wines and the story of the sisters. Many people commented on how affordable these wines are and how they taste far better quality than their price.”
“Great day of selling. Customers were really open to the trying these wines. Everyone that sampled said that they had never heard of the brand before, but many after sampling said that they loved it and that McBride Sisters would be their new go-to. The story of the sisters, the great label designs, excellent prices and great tasting wines all resulted in sales!”
Overall, an increase in unit sales and brand recognition was achieved throughout the entirety of this program, leading to continued support from Mirus in succeeding McBride Sisters tasting programs.
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