Issue
How do we drive appraisal of the Jacob’s Creek Double Barrel range of wine’s, delivering conversion to sale across Liquorland, BWS, 1st Choice & Indies?
Insight
Wine buyers are more likely to purchase if recommended by a friend or someone they trust. 89% of shoppers will become a repeat buyer once converted to first purchase.
Idea
Our vision was to conduct the largest in-store taste testing program in the history of Pernod Ricard.
By hiring a friendly and approachable team of wine lovers who could credibly conduct taste testing sessions, whilst educating shoppers on the complexities of Jacob’s Creek Double Barrel’s unique proposition.
Impact
73K
taste tests across the campaign period
+12.7%
conversion from sample to sale, resulting in 52 week record spikes
+191%
ROI across a 3-buy cycle period
