Intrinsic Wine and Ste. Michelle Wine Estates have an ambitious plan to raise brand awareness and drive consumer sales of Intrinsic’s Cabernet Sauvignon and Red Blend wines through Spring of 2019. The multi-million-dollar plan partners the brand with some of the top websites for reaching affluent American consumers and is poised to generate more than 450 million impressions on social media between now and March of next year. With an end goal of driving traffic and sales, Intrinsic is also positioning itself as a forward-thinking, digital brand for modern consumers.
Lady in (Digital) Red
The brand recently launched an augmented reality app for iOS and Android devices that allows consumers to experience “The Art of Red” and interact with the Lady in Red from the brand’s label. Users can dance with the Lady in Red, capture video of their interactions and share the content on social media. The app serves two distinct purposes. First, it elevates the Intrinsic brand identity among consumers. Second, it connects consumers to the brand, allowing further conversation and interaction. In addition, the app serves as a means of entering an upcoming contest for a trip to attend SXSW 2019 in Austin. The annual festival is a major draw for the type of young, affluent and savvy consumers Intrinsic is courting through its digital partnerships. The app will also have a Valentine’s day tie-in in February, helping to keep the audience meaningfully engaged with the brand and its content.
In Good Company
This October, Intrinsic Wine will be at Fast Company’s Innovation Festival in New York City. The event kicks off October 22 and promises to reach a legion of forward-thinking innovators and leaders who embrace change and blaze new trails. Intrinsic’s own internationally celebrated winemaker, Juan Muñoz-Oca, will be on a panel discussion event and Intrinsic Wine will be pouring at all distribution points throughout the festival. Organic and promoted social media coverage of the festival is estimated to generate more than 20 million impressions.
The Virtue of Partnerships
Later in the year, Intrinsic will partner with VICE Media, creating a space for social media influencers and creators to share their own “Art Of Red” work through VICE Media’s hugely popular channels. Content will be shared through social media, the VICE website, videos, journals and more. This push is anticipated to generate 455 million impressions among a predominantly urban and hip millennial audience, driving brand awareness and encouraging the audience to seek out Intrinsic in stores.
Intrinsic in Demand
This highly targeted, massive brand awareness campaign will help drive consumers to the brand, but it is the incredible quality of the wine which will seal the deal. The 2016 Columbia Valley Cabernet Sauvignon has scored some impressive reviews, including 92 points from JamesSuckling.com (May 2018) and 89 points from Wine Spectator (August 2018).
Meanwhile, the 2016 Red Blend is also racking up its own rave reviews, such as a score of 94 points from JamesSuckling.com (May 2018) and 90 points from Jeb Dunnuck (April 2018).
With quality products and a full-spectrum brand awareness push, Intrinsic Wine looks to be a win for businesses this fall and spring. Talk to your Breakthru Sales Consultant about ways you can turn Intrinsic Wine into higher sales for your own business.