ACP created an integrated holiday promotion using a sweepstakes, Point-of-Sale materials, and print advertising in publications like Wine Spectator, Food & Wine, and Wine Enthusiast. Consumers called an 800# to participate in the sweepstakes and to find the nearest restaurants or retailers who carried BV.

To register for the sweepstakes, consumers recorded their names and addresses. All prizes were awarded at the end of the promotion period.

Call volume exceeded expectations by 20%. Involvement with a substantial number of participating restaurants and retailers increased sales and helped establish Beaulieu as a premium brand with both consumers and the trade.

The program was so successful that BV repeated it the following year, significantly surpassing the first year’s response rates. BV has been able to use the resulting database of self-selected consumers in its ongoing promotions and marketing efforts to stimulate sales and build brand loyalty.