Taste Station Program Recognized by Respected Marketing Competition
NAPA VALLEY, CA (July 7, 2016) – Beringer Vineyards has won a coveted North American Effie Award, which recognizes the most effective marketing programs of the year. The bronze Effie Award was presented to Beringer for its Taste Station program, an innovative wine sampling initiative developed to give consumers the ability to try a wine’s taste profile before purchasing.
The North American Effie Award for Beringer was one of only two awards presented in the beverage alcohol category out of hundreds of entries. This annual competition attracts case studies from the most effective marketing programs in the U.S. and Canada. After two rounds of judging, those selected as winners present cases that best demonstrated how they effectively solved a marketing challenge, connected with their target audience, and achieved the results to show it worked.
For Beringer, the challenge was to bring new consumers into the wine category and to make wine less intimidating and more educational. The Beringer team, which also included agency TwinOaks as well as vendor Bench Dogs, developed a shelf display for stores that allowed shoppers to try a non-alcoholic sample of Beringer wine at the point of sale. The Beringer Taste Station featured taste strips for each of the wines on display, which gave consumers the taste profile of each wine. The program was launched with Kroger, the largest U.S. grocer. As a result of this program, store sales of Beringer wine increased 23 percent over the previous year, and 65 percent of sales during the promotion were either new Beringer consumers or existing consumers purchasing more. The program also increased dwell time in the wine aisle by 44 percent.
Tammy Ackerman, Sr. Global Brand Manager for Beringer said, “It was pretty impressive to be in a room with 800+ marketers — many of whom have budgets 10 times Beringer’s — and walk away with an Effie. Without a doubt, The Beringer Taste Station’s success was a result of innovative thinking and high team collaboration!”
The North American Effie Awards were presented in early June in New York City, with more than 800 marketing executives and agencies in attendance. Additional information on the North American Effie awards is available at www.effie.org. Additional information on Beringer Vineyards is available at www.beringer.com.
About Beringer Vineyards
The longest continually operating winery in California, Beringer has been Napa Valley’s benchmark producer since its establishment in 1876. An acclaimed portfolio of wines are crafted from Napa’s finest appellations and Beringer’s exceptional collection of vineyards. The historic estate in St. Helena offers a tradition of hospitality that defines the Napa Valley. www.beringer.com