Vendange Sets the Scene for Home Entertaining

Concord, Calif. -- The success of a summer co-promotion that paired Vendange wines with McCormick Grillmates prompted Canandaigua Wine Co. (CWC) to partner with the spice company again, as well as Pine Mountain Logs, for a holiday promotion."The real story with wine promotions today is to help the retailer get additional sales," explains Jeff Muller, CWC national promotions director. "By partnering with category leaders who share our seasonality, we've created a program that attains maximum display for all three brands and drives sales for the retailer."As leaders in their categories that also experience high sales during the holiday season, McCormick and Pine Mountain were perfect partners for the promotion, continues Muller. "Vendange is the number one Chardonnay among table wine brands and the number one-selling 1.5 liter brand, according to IRI data," he explains. "Approximately 35% of our sales occur during the holiday season. Both McCormick and Pine Mountain are leaders in their respective categories and experience similar seasonality."The "Warm Wishes" in-store promotion is running nationally from October through December. In addition to bringing the three brands together with a home entertaining theme, the program also involves in-store discounts. Shoppers can receive $2 off a 12-pack of Pine Mountain Logs and 55 cents off a purchase of McCormick Gourmet Spices. Tear-pad entry forms offer shoppers a chance to win a trip for two to Maui.Working with YMI of San Francisco and Bridges Marketing Group of Pleasant Hill, Calif., CWC created a flexible line-up of in-store display materials. The largest is a three-dimensional corrugated cardboard fireplace display designed for endcap placement. It was produced by Display Connection Inc., Moonachie, N.J.The fireplace measures 3 feet wide, 30 inches high and 10 inches deep. A doublewide header card features the newly redesigned Vendange bottles and a photo of a holiday scene with people enjoying wine and food in front of a cozy fire. The fireplace itself echoes the one seen in the photo, and includes the signature Vendange "V." Multiple cases of Vendange wines can be stacked next to and behind the fireplace."The food on the tables plays off the McCormick Spice involvement, and cases of Pine Mountain Logs can be placed below the fireplace," says Muller. In addition, bottle neckers highlight the in-store discounts on both brands and include recipes for home entertaining. Other materials include single case cards and base wrap. Three thousand fireplace units were produced along with 14,680 single header cards and 5,225 double header case cards."This is a very flexible program. Retailers can select the display pieces to work in almost any location in their stores," Muller says. The program is being distributed primarily to chain supermarkets and alcohol retailers, where legal.The lifestyle elements of the program were created to appeal to the Vendange target consumers -- college-educated, upper middle income men and women. "We're playing to people's current desire for warmth, comfort and nesting," Muller explains. "By tapping into those desires and partnering with the spices and fire-logs, we're giving the retailer a theme that will attract shoppers and drive sales in multiple categories."Partnerships are a priority for CWC, says Muller, who adds that much of his time is now spent searching out appropriate promotional partners. CWC promotes Vendange three times a year: spring, summer and holiday. "We're always looking for brands that can help us sell more wine while we help them sell more of their product," he says. "This strategy helps us get bigger and better display space, gives our partners a secondary placement in the store and drives additional sales for the retailer."

Vendange Sets the Scene for Home Entertaining

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