Support National US Sales & Reenergize Retailers
Challenge: The brand had been in the market for over 14 years with no consumer or retailer marketing strategy. Salespersons lacked confidence in the brand, and were afraid to show new vintages in fear of losing accounts. The overseas ‘voice’ of the brand was not connecting with American consumers, and the portfolio had fallen out of favor. Direct competitors included 19 Crimes, Cupcake, Layer Cake, Chateau Ste. Michelle, and more.
Solution: Establish the brand voice for the US market that also appealed to other countries and markets, reenergize sales and retailers nationwide, while giving consumers a reason to buy the wines instead of other well known competitors at the shelf.
Our team organized to create and spearhead campaigns to reactivate the brand in the market. Partnerships were also established, contracts negotiated, and placements managed with various nonprofits, lifestyle brands, and on-premise partners.
Tussock Jumper was reintroduced to lifestyle, trade, and retail media outlets, while a new team was positioned to create and activate social influencer marketing campaigns, as well as ongoing brand content. This included developing seasonally inspired cocktail recipes, pairing tips, regional information on the wines, and trade related content.
Results: Within the first few weeks of onboarding, our team was in contact with the buyers for CitiField Stadium and negotiated sponsorships, as well as product placement for the wines. Placements included in-stadium promotions for a new line of single serve wines, as well as by-the-glass menu features for the wines. Our team managed and created all menu copy, wine and food pairings for concession staff training. The result being an increase of 137% in wine purchases by the stadium.
Overall, in addition to now positive sales confidence, sales in new markets, and distributor expansion in the United States, the brand grew from 33 to 66 countries, firmly establishing itself in the category.