UK: Thierry’s undertakes KWV Lifestyle sampling

By just-drinks.com editorial team | 16 April 2008

UK wine distributor Thierry's ran a series of interactive consumer samplings in early spring in a bid to promote its South African wine brand, KWV Lifestyle.

The tutored tastings, targeted around 3,000 consumers and worked in conjunction with House of Fraser as a way of capitalising on existing footfall by carrying out in store sampling.

The activity was designed to bring the "South African lifestyle and heritage cues of the brand to life" and was supported by displays and be-spoke marketing collateral.

"We're delighted with the results of the campaign," said Michelle Beck, South African brand manager at Thierry's. "This is the first time we've carried out such interactive consumer sampling and we will certainly look at repeating similar activity in the future."

Of those who took part, 89% were new to the brand and more than 70% sampled stated their intent to purchase KWV Lifestyle wines in the future. Around 86% said they would recommend the wines to their friends.

KWV Lifestyle wines are available from Morrison's priced from GBP£4.99 (US$9.86).

Sectors: Wine

Companies: KWV