FMBX News

Get Wine Wise roadshow to educate consumers to select wine beyond price promotion

The Get Wine Wise camapiaign is a new multibrand wine experience that currentky has two weeks left of a rodshow and events programme.

The premise behind Get Wine Wise is this. The UK off-trade wine market may be worth over £5.3 billion, but it’s pretty stagnant with value up just 2.5% and volumes down over 3%. As importantly, not only is there considerable consumer wine confusion over purchase and consumption, there’s also massive price confusion as well.

Bringing together for the first time ever exclusive representative major wine brands from the UK’s favourite wine countries and styles the 1^st Get Wine Wise event was launched in September and runs throughout October. The aim being to educate consumers about ‘Les plaisirs du vin’ whilst also encouraging them to buy on the basis of provenance varietal, quality and value, rather than making price-led wine decisions.

Broadly based on a similar promotional format to that of the highly successful, Gastro Alfresco programme, Get Wine Wise is supported by some of the UK’s leading country wine brands including Freixenet; the World’s No1 sparkling wine, J.P. Chenet; the World’s No1 French wine, Blossom Hill; The UK’s No1 wine brand,  Viña  Albali; Spain’s No 1 wine, McGuigan; the UK’s 3^rd favourite Australian wine plus leading premium wines; Errazuriz; from Chile, and Villa Maria; from New Zealand.

Get Wine Wise is a fully integrated promotion that consists of a travelling Wine-bar, which is supported by media/promotional activity and data-collection as well as trade support.

The Roadshow is currently reaching around 500,000 consumers and directly engaging with 250,000; touring London and the South East at leading Tesco Extra stores as well as at mainline London rail terminals with Wine Wizards on hand to offer consumers expert advice and guidance on purchasing and enjoying wine from countries around the world, complete with wine tasting and food matching tips.

One of the key aspects, highlighted by data-capture, of the campaign so far is the fact that 85% of all consumers who’ve attended the Roadshows feel that Get Wine Wise has either ‘significantly helped increase their wine knowledge and understanding’ or has ‘really helped them to decide which type and styles of wines they like’ (Get Wine Wise RoadShow data capture over first two weeks of campaign and across 1,000 consumers. Brand Belief Oct 2011)

The Roadshow is being supported by a hi-impact print, online and social media promotional and PR campaign plus an exciting new Wine Wise website – www.getwinewise.co.uk

According to Brian George, the Get Wine Wise campaig maestro

“We’ve felt for some time that although ‘take-home’ wine is a huge market, further growth and development is being hindered by the lack of basic consumer wine knowledge and the propensity to buy on price/deal alone, rather than on quality/taste and value! I’m sure we’ve all seen consumers wandering up and down the wine aisle trying to make some sense of the Wine Wall and such areas as New World vs. Old or varietals vs. regions, and that of course assumes that all wines are correctly sited in the first place! So we felt that based on our experience with the highly successful Gastro Alfresco multi-brand experiential and promotional campaign; the same philosophy would apply to wine!"

"However despite the obvious need and opportunity, it’s been a long hard struggle to get the Get Wine Wise promotion off the ground, although the response that we’ve had so far from retailers and consumers has been phenomenal and clearly shows that we were right and that Get Wine Wise will now be a key platform for wine information and brand marketing over the coming years! ”

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