Mobile Sampling Tours
Convincing young professionals and beer drinkers to make the switch to wine meant we had to show up in some unexpected places.
Driving Value in New Environments
HS&E produced and managed several sampling tours on behalf of Constellation to introduce new wines to consumers across the country. To break through a cluttered food and beverage space, HS&E leveraged its consumer insights team to strategically target new environments, and better position brands to stand out. Together we pioneered wine partnerships with marketing and design conferences as well as craft beer festivals, which gave Constellation access to 1.6M+ event attendees in thirty critical markets.
The sampling tours also included brand partnerships with Weber Grills and Herschel Supply Company to further incentivize trial and product distribution.
The Activation Strategy That Works
The sampling tours hit thirty (30) national markets traveling to food festivals as well as marketing and technology conferences. HS&E exceeded Constellation’s trial goal by 20%, distributing over 50,000 samples.
Sponsorship Outcomes That Dominate
exceeded trial goal