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“Belvedere & Champagne Bar Premier ”

“Belvedere & Champagne Bar Premier ”. Date & Location: November 14 th , Cosmos @ The Graves 601 Hotel Objective: Increase brand exposure at an exclusive event with 72 hour notice Increase menu placements: Belvedere Pure & UF80 Veuve Clicquot Moët et Chandon Domaine Chandon Action :

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“Belvedere & Champagne Bar Premier ”

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  1. “Belvedere & Champagne Bar Premier” • Date & Location: • November 14th, Cosmos @ The Graves 601 Hotel • Objective: • Increase brand exposure at an exclusive event with 72 hour notice • Increase menu placements: • Belvedere Pure & UF80 • VeuveClicquot • Moët et Chandon • DomaineChandon • Action: • Strategy • Provide brand POS to visually encourage guests to purchase exclusive brand cocktails and BTG pours • Create exclusive programming to promote a partnership and lock in cocktail placements and new BTG placements • Objection • Long-term popularity of a champagne bar (*new concept*) • Results: • Addition of large format VCP: 1.5L & 3.0L • Addition of large format Moët et Chandon : 1.5L • Addition of Chandon Brut & Rose 187mls for BTG • Addition of 2 new Belvedere Cocktail Placements • Brought in Belvedere UF80 & RED Elizabeth Morrissey, MN

  2. “1stLuxury Champagne Tasting Experience on BLACK FRIDAY @ High Volume Key Retail Account” • Date & Location: • November 29th & 30th, France 44 Wine & Spirits • Objective: • To increase exposure with high marque champagnes at a high volume key retail account during a peak time of the year • To place the MHUSA champagne portfolio at the forefront of customer’s mind • To expand the breadth of the MHUSA champagne portfolio within the account • Action: • Strategy • To release HIGH MARQUE Champagnes at specific limited times to enhance the exclusivity and regal traits of the brands • To convince the account to expand its current SKUs with new HIGH MARQUEs within their current top sellers • Objection • Cost v. Benefit • Immediate purchase v. • Results: • Sampled 75+ people, tasting: • Krug Grand Cuvée *released at restricted times • Ruinart Rose*released at restricted times • LGD 2004 *released at restricted times • VCP Rose NV, Yellow Label Brut NV, Demi-Sec NV • Moët et Chandon Imperial Brut • Ruinart Blanc de Blanc • Chandon Brut NV & Rose NV Elizabeth Morrissey, MN

  3. “Belvedere DJ Sound Series” • Date & Location: • November 30th @ The Living Room at the W Hotel • Objective: • To replace Grey Goose as THE ONLY premium luxury vodka in bottle service and 2 new cocktail placements • Action: • Strategy • To provide exclusive sponsorship of DJ Series Event (3 part series) as THE ONLY premium luxury vodka • To replace Grey Goose on bottle service menu • To gain new cocktail placements • Objection • Customers who choose Grey Goose as “call” • Results: • Replacement of Grey Goose with Belvedere on bottle service menu and cocktail menu over Grey Goose placements permanently • 43 cases in NOV.! • MTD 2 cases in 2012 • Full back bar representation of Belvedere Pure, Belvedere Red, and Belvedere UF80for 4 months Elizabeth Morrissey, MN

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