Seize The Cabernet

By October 12, 2017 March 26th, 2021 Experiential Marketing

A sensory tasting experience levels-up premium wine spend.


The Challenge
Premium wine consumers don’t really know what they like and are actually willing to pay more for what they really love.

The Solution
This was an opportunity for consumers to blind-taste two unique styles of cabernet at over forty exquisite art, fashion, and entertainment events throughout the year across Canada. Participants would be guided to smell, taste, and interact with the relevant aroma vials and fresh ingredients that showcased the unique wine characteristics of Louis M. Martini Sonoma and Napa Valley Cabernet Sauvignon.  Participants would learn about the unique style differences, and receive a full glass of their personal wine preference.  The “Seize the Cabernet” sensory tasting experience helped consumers understand their wine preferences, delivering stronger wine education and engagement for the brand.

The Results
The program had a strong drive to retail with a whopping 43% conversion rate and 85% of consumers never tried the product before.