GROWTH BRANDS
BIG : WHAT CHALLENGES DID YOUR COMPANY HAVE TO OVERCOME ? TS : The environment is very difficult and wine is declining in both value and volume . Consumers are less experimental and retailers are less open to expanding offerings . We have had to hone our storytelling , get better at account targeting , capture the right wine-by-the-glass opportunities and support our brands with carefully targeted consumer marketing .
We have an outstanding network of the best distributors in the country and built our plans in collaboration with them . We work arm and arm with them in executing the plans .
BIG : WHAT ACTIVATIONS OR PRO- GRAMS WERE MOST HELPFUL IN GROWING THE CROSSINGS , JOSH CELLARS RESERVE AND PROSECCO , AND YELLOW TAIL PURE BRIGHT ? TS : The Crossings has invested in new , eye-catching in-store display point of sale to reinforce the brand ’ s coastal positioning in the off-premise . We are also running an aerial advertising campaign along shorelines in key markets to help transport consumers into a vacation mindset and drive brand awareness . The Crossings also executed experiential sampling activations at key food and wine events to further encourage in-store purchase in target markets .
Increasing marketing investment during key sales periods helped contribute to growth for Josh Cellars Reserve . Reserve has its own outstanding advertising , as well as a different look and feel from base Josh . In November and December , we promoted the ' Reserved For Gifting ' shopper solution program in the off-premise .
Josh Prosecco ran an in-store cocktail solution , developing approachable cocktail recipes to help drive display during the spring , and is driving trial with 21− to 34−year-old consumers . Josh Prosecco also launched a new digital ad campaign targeting millennials to drive increased awareness .
Along with an increased investment in digital paid media , Yellow Tail Pure
Left : Josh Prosecco ran an in-store cocktail solution , developing approachable cocktail recipes to help drive display during the spring . Right : To help boost wine sales in a sluggish market , The Crossings has invested in new , eye-catching in-store display POS to reinforce the brand ’ s coastal positioning .
Bright benefitted from consistent off-premise promotions and activations this past year . In the fall , Pure Bright launched disruptive in-store creative to grab shoppers ' attention during the season , and partnered with [ cooking website ] Delish to inspire consumers with fun pairings and cocktail recipes featuring Pure Bright wines .
During the winter , the brand capitalized on the consumer trend of ' Dry January ' with the Pure Bright ' Dry-ish ' January campaign , which included national consumer sweepstakes . Pure Bright also capitalized on a new brand collaboration with IHeart Radio , which included live consumer sampling of Pure Bright at major music festivals , supported by dedicated in-store displays . Pure Bright is enjoying very high repeat purchases as a result of its delicious liquid and all this activity .
BIG : WHAT DO YOU HAVE PLANNED FOR 2024 FOR THESE WINE BRANDS ? TS : The Crossings will continue to build on the momentum the brand gained this past year , increasing investment in social media advertising and influencer collaboration . There are also plans to expand the brand ’ s coastal aerial advertising to additional key markets . The Crossings will also expand its better-for-you offering , Light Wave , to additional markets .
We will continue to support Josh Cellars Prosecco with digital media and dedicated POS displays , with an increased investment during the holidays . Josh Cellars Prosecco will also be poured at key events at music festivals across the country , as part of the larger Josh brand ’ s ongoing experiential activations . For Josh Cellars Reserve , we will continue to invest in digital and outdoor advertising focused on gifting , alongside premium display execution at retail during November and December .
Yellow Tail Pure Bright kicked off 2024 with another dedicated marketing push during January , including a return of the brand ’ s ' Dry-ish Jan ' national sweepstakes , influencer collaboration , paid media and in-store POS . Pure Bright is also expanding activation and promotion beyond January . The brand is sampling at iHeart music festivals and Club Pilates to drive awareness among consumers in the wellness space . Pure Bright is also executing an influencer campaign to showcase the brand throughout the summer season .
20 Beverage Dynamics • Fall 2024 www . beveragedynamics . com