Beringer’s Promotion Targets Sales People As Well As Consumers

Cloudy Bay takes the helm of classic J-Boats and Napa Valley Vintners halfway to being totally green
Cloudy Bay Sauvignon Blanc aboard a J Boat.

Beringer is bringing a new Main & Vine Dry Rosé to market with a yearlong, $1.75 million promotional campaign that combines prizes and partnersips with consumer brands such as 1-800-Flowers, Rarest Rainbow Fine Jewelry and Harry & David, among others.

The effort to entice consumers to buy Main & Vine Dry Rosé kicks off in May and Beringer also has some sweeteners for its distributors. In the company’s top 10 markets, sales folks will be eligible to win some of the same awards and prizes as consumers. “Early word being that having your house cleaned by Merry Maids is a pretty nifty incentive,” one insider said.

Before year’s end, each bottle of Main & Vine will feature a code on every cork, the key for consumers to win seasonally relevant prizes. To begin, codes will be found on special bottle neckers of Main & Vine Dry Rosé, which earned 93 points at this year’s California State Fair.

“Our research shows that the Main & Vine consumer is purchasing, on average, one bottle of Main & Wine every 90 days, and then sampling competitors,” Jim Caudill, director of marketing communications for Treasury Wine Estates, said in an email. “We would like to move that to two bottles in that 90-day period, and obviously would be happy if it pushed repeated purchases even higher.”

Wine and Yacht Racing

While the Merry Maids are sweeping your floors, perhaps you could be supervising deckhands. Cloudy Bay, the New Zealand winery known for its Sauvignon Blanc, became the principal partner of the J Class Association, a fleet of privately-owned yachts. Originally designed to compete for the America’s Cup in the 1930s, the J Class yachts are considered some of the most beautiful boats ever built.

This summer, for the first time in more than 80 years, the J Class yachts have been invited to compete in Bermuda at the America’s Cup J Class Regatta as well as in Newport during the inaugural J Class World Championships, with Cloudy Bay as the fleet’s principal partner. Cloudy Bay belongs to the LVMH Moët Hennessy Louis Vuitton group.

Napa Valley Halfway to Achieving 100 Percent of Sustainability Goal

The Napa Valley Vintners (NVV) said 50 percent of its eligible members (those who own a winery, vineyard land or both) are now in the Napa Green environmental sustainability program.

Photo by Bob McClenahan, provided by Napa Valley Vintners
Photo by Bob McClenahan, provided by Napa Valley Vintners

A third-party certification program for vineyards and wineries in the Napa Valley, the nonprofit trade association, employs a comprehensive ‘soil to bottle’ approach to stewardship. Certification of farms and winemaking facilities is provided by the National Marine Fisheries Service, Napa County, the Regional Water Quality Control Board and the California Green Business Program. The program was developed in the early 2000s by more than 20 stakeholders from the wine industry, environmental groups, government and regulatory agencies.

In March 2015, the NVV set a goal of all its eligible members being in the Napa Green program by the end of 2020. Of the trade association’s 533 members, 435 own their own winery or vineyard land, making them eligible. As of today, half of those eligible NVV members are enrolled or certified in the Napa Green program, the NVV said in a press release.

Published on April 19, 2017
Topics: Latest News
About the Author
Leslie Gevirtz
Contributing Editor, Business

An award-winning journalist, Gevirtz spent more than 20 years covering disasters—natural, political, and financial—before becoming Reuters’ wine correspondent; a beat that guaranteed her colleagues were always glad to see her.



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