Korbel Launches First-Ever Halloween Promotion

Guerneville, Calif. -- Korbel Champagne Cellars has always maintained a low marketing profile during the months leading up to its big Christmas and New Year's splash. However, this year it launched a Halloween campaign in the hopes of capitalizing on this prime adult party holiday. Korbel is supporting the promotion with ambitious on- and off-premise P-O-P marketing efforts. Of the $800,000 it's spending, a quarter of a million dollars is being spent on P-O-P. The budget also includes a national television buy for the week before the holiday.On-premise items in the Korbel Halloween kit include spider rings, napkins, neon glow sticks, table tents, a string of banners and a pitcher. About 1,000 kits were shipped. Off-premise programs include a "Haunted House" mass display, a bottle collar that gives the consumer $3 off the rental or purchase of a horror movie, and a case card."This is the first time we have done anything for the Halloween season," says Gary Heck, owner of Korbel. "We do promotions for Valentine's Day and Mother's Day, but never anything this big before the major year-end holidays."He continues, "Research has shown that Halloween is the fourth-largest holiday for wine, and that is without any promotion. It's become a time for adult parties. We have been considering this for four or five years, but there were some legal issues to study. We have to make sure not to promote underage drinking with such a campaign."To do that, Korbel advised stores and other retail outlets not to place the P-O-S items near candy or costumes. A sign on the haunted house read, "No Trespassers Under 21 Allowed!"The promotion is expected to prep sales of Korbel for the major holiday selling season that traditionally starts at Thanksgiving and runs through New Year's.The centerpiece of the off-premise merchandising is the haunted house, which measures 42 inches wide, 84 inches high and 25 inches deep. Some 2,000 displays were distributed to key retailers nationwide, including supermarkets.Approximately 1,800 four-color case cards were produced.PriceWeber, Louisville, Ky., was the display agency, and Brown-Forman, also of Louisville, served as the marketing and sales agent.

Korbel Launches First-Ever Halloween Promotion

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