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Majestic uplift for Casillero del Diablo
Casillero del Diablo has enjoyed a 63% average sales uplift in Majestic outlets which participated in its recent consumer educational programme.
As part of a wider campaign to improve consumer wine knowledge, the Chilean brand hosted evening events at 10 Majestic stores around the UK during May and June.
Hosted by Joe Wadsack, the experience offered groups of up to 70 consumers the chance to learn more about the Chilean wine industry, before trying eight specially selected food and wine pairings. Guests at the event were also given the chance to win a double magnum of Casillero del Diablo Cabernet Sauvignon.
In total, the event allowed Casillero del Diablo to connect with almost 500 Majestic customers. Jason Duggan, head of marketing for Concha Y Toro, which owns the brand, commented: “Both Majestic and Concha Y Toro recognise the importance of educating the customer and introducing new and innovative means by which to engage them.”
Concha y Toro is still assessing the full impact of the initiative, which will form the basis for deciding whether to run a similar programme again in the future.
Gabriel Savage, 08.07.09