Wine or alcoholic beverages have unique state by state legal requirements. Many alcohol (Wine, Spirits, Beer) companies with national distribution will promote a partner brand for the main reason of offering a consumer promotion, usually in the form of a cents off coupon in states that prohibit promotional savings on their own (alcohol) brand.
Developing a Tie-In promotion that works to complement your brand is a great way to provide a triple win:
Do you have enough time to effectively plan out your promotion?
Several years ago our agency promoted 4 tiers (wine segments) for one of our clients. There were a total of 17 necker versions. This takes time to develop the program correctly. Mistakes can happen with greater frequency when your agency rushes their materials out-the-door. Not only is it a good idea to have your partners signed and sealed with plenty of time but once you engage in the creative development it will take some time depending on the number of versions and making sure that both partners and their legal departments have had plenty of time to confirm and approve all layouts.
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