Package Update & Sweepstakes Launching Nationally
by W.R. Tish
Americans are accustomed to receiving vibes from logos, feelings from product names and cues from packaging. Wine is no different, but it is rare when a wine ties into a promotion that naturally reinforces the brand identity and brings the retailers into the picture as well. ForThe Beachhouse, a globally-sourced,budget-minded varietal line from PacificHighway Wine & Spirits, a bold summer sweepstakes is infusing fresh appeal by playing off a timeless theme: fun.
The Beachhouse brand actually has six vintages under its belt, but 2017 marks the first year that PacificHighway is building a promotion around the brand. Moreover, the promotion coincides with a colorful brand refresh,and both the Beachhouse package and the sweepstakes POS combine for standout visual appeal.
Angela Slade, Brand Manager, notes that simplicity was a key goal. The redesign features a bright monochrome color palette, a starfish as a focal point,and simple descriptive text on both the front and back labels. “The brand has a lot of humor and charm, but needed a refresh,” Slade explains. “We toned it down and made it more about personal gatherings and personal time,times of relaxation, especially in the summertime.” In short, The Beachhouse is angling to be people’s summer house wine. And the appeal extends beyond the Millennial demographic.
With the update already having an impact—shipments are up 45% over the same time last year, notes Slade—and with national distribution in place, the stage is set for the brand’s ambitious sweepstakes promotion, which runs Memorial Day through Labor Day. Key aspects of The Beachhouse $10K Getaway:
- Runs Memorial Day through Labor Day
- Grand prize is a gift certificate worth $10,000 to use with Travel Leaders for a customized getaway
- Program is supported by displays, social media, events and advertising
What sets the promotion apart from typical sweepstakes is the customizable grand prize. “It’s wide open. The winner can book a yoga retreat with friends or book a beach house to rent and host a big family gathering, or go hunt down lost relatives in Cork. It spans interest and ages,” she says. Indeed, while researchers often note Millennials’ attitudes toward experiences over “things,” the customizable factor certainly extends the appeal among LDA consumers.
As with all such sweepstakes, no purchase is necessary to win. Making it hard not to notice, the POS materials are colorful but grounded by a whitewashed wood motif and the tagline “Sip back and relax.” Floor displays can be set up with a single stack of four cases (there is also an arbor display for 16-20). And the sky-blue neckhangers complement The Beachhouse labels well.
Social media support for the $10KGetaway will focus on Facebook,Instagram and music streaming. Summer themed activations slated for the last weekend of each month are designed to drive additional awareness and participation.
And all the while, The Beachhouse wines are hanging comfortably in their fresh, simple summery wardrobe, friendly under-$10 tags and global footprints: Pinot Grigio from Italy; Chardonnay from California; and Sauvignon Blanc, Rosé and Sunset Red (Shiraz) from South Africa.