Brown Brothers Wine

Helping New Zealanders to discover Brown Brothers wine

Objectives

To enable the target market to DISCOVER Brown Brothers' wines.
To encourage sales�
To reach curious wine buyers whilst they look to make a purchase
To be a positive and influential personality for the brand
To help build brand equity for Brown Brothers

Execution:

It can sometimes be tough being different! In Brown Brothers case different is exciting!

Nationally each month, Synergy Brand Experience organises well briefed and passionate brand ambassadors to introduce shoppers to the traditional (and not so traditional) tastes of the Brown Brothers range. The brand believes in the Maintenance of Differentiation which is based on the Brown Brothers uniqueness range. We want to stand out of the crowd,,,and that they do, with a variety of wines such as Tarrango, Moscato, Dolcetto, Crouchen Riesling, Zibbibo and Tempranillo. These are not the normal wine labels you seek in the supermarket but are a range of ancient Spanish, French and Italian grapes that are well known overseas but not so much here.

The challenge is to introduce these fruity tastes and develop a culture of familiarity with the curious consumer. With such an exclusive range of unfamiliar tastes it is imperative to talk to customers to encourage a taste of this unusual territory. Once customers try these exceptional flavours they are made aware of the unique distinction the wines have. Creating WOM is paramount with this brand and as customers share their newly discovered wine with friends and family they pass on the knowledge that has been given to them by the brand ambassador.

Brown Brothers have an overall objective to build a Fruity category within the supermarket. This is constantly reiterated in the trade support and sales that are created each week through Synergy.

In order to present these wines, and staying within the uniqueness territory, Synergy has also taken Brown Brothers outside of the typical wine tasting look and feel with initiatives such as a customized branded table (equipped with its own chilled presentation area for the chilled red etc) and wine waitering up the aisle and presenting samples from a silver tray to browsing customers.

The execution that Synergy performs is the foremost communications spend for the premium Brown Brothers brand.

Results

As Synergy continue to present the wine range to the New Zealand public, sales continue to increase. Brown Brothers has further invested in more tastings each financial year and maintain the support of more trade environments. We are now enjoying our 4^th year with the brand and will continue to further support then in their objectives.

We will also continue to innovate.

www.brownbrothers.com.au