Fine Wine Partners (FWP) enlisted Creative Instore Solutions (CIS) to raise the bar on the wine gifting category in store taking the guess work out of “what wine to pick” for the consumer. Leveraging their range of domestic and international brands, such as Croser and Bollinger and the extensive range of correlating gifting items was a key driver for the resulting merchandisability of the CIS designed display.
FWP wanted a luxurious, premium unit in creating a sense of ” the gift itself is the reason to believe”, specifically capturing key holiday periods that lend themselves to gifting including Valentines day, Mother’s Day, Father’s Day, Christmas & NYE.
Keeping with the brand portfolio, FWP required a highlight on sophistication with the key deliverable of the display to drive uplift in sales and visibility for the gifting occasion. The design asthenic centred around understanding that liquor retail environments would be motivated to maximise on counter location, if the result had a premium look and was durable in construction and ensured retailer uplift.
The lightweight but sturdy display stand is easy to assemble, comes flat-packed all whilst being easy to shop with maximum gift visibility. Additionally, the viability of being able to re-dress the display by brand or occasion maximises long term ROI for Fine Wine Partners across their portfolios.
“The design was capable of communicating one story across the FWP portfolio, in addition to securing in store presence by being flexible across channels with the ability to transform and re-brand by season ensuring the brief objectives were achieved” said Deane Hubball, Group CEO, Creative Instore Solutions.
Amanda Goddard, Activation Manager, Fine Wine Partners agreed “Creative Instore Solutions hit the mark on our brief creating a luxurious, premium unit to showcase both our domestic and international brands in the gifting category”.
The unit has been rolled out in Dan Murphy’s and Independent Liquor retailers nationally.
FINE WINE PARTNERS
Fine Wine Partners was launched in 2005 to provide sales, market activation, public relations and distribution services for an unrivalled portfolio of premium Australian and International wines, champagnes, spirits, craft beers and boutique waters.
Fine Wine Partners have dedicated sales teams based in every State and Territory in Australia. They specialise in servicing on premise consumption restaurants and venues and national and independently owned retail outlets. They are fully owned by Lion Nathan and the head office is based in Sydney.