Challenge: Create a mechanic where this luxury wine would be able to reach a wider audience than regular.
Strategy: Change from regular pour to 3oz pouring for DP, allowing to reduce significantly the bar cost and therefore make the product suitable for “by the glass” service.
From $35 a glass, we were able to offer a DP experience below $20 reaching an entirely new segment of clientele.
Select the hippest club in town which names resonated with the concept of the evening “Electric Room” for a Luminous party.
Achievements: Created a “proof of concept” event with 150 glasses of DP sold during the night on top of the regular 25 bottles for table service.
In that case both trade education and consumer engagement was a success.