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“Belvedere & Champagne Bar Premier ”. Date & Location: November 14 th , Cosmos @ The Graves 601 Hotel Objective: Increase brand exposure at an exclusive event with 72 hour notice Increase menu placements: Belvedere Pure & UF80 Veuve Clicquot Moët et Chandon Domaine Chandon Action : - PowerPoint PPT Presentation
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“Belvedere & Champagne Bar Premier”
Date & Location: November 14th, Cosmos @ The Graves 601 Hotel
Objective: Increase brand exposure at an exclusive event with 72 hour notice Increase menu placements:
Belvedere Pure & UF80 Veuve Clicquot Moët et Chandon Domaine Chandon
Action: Strategy
Provide brand POS to visually encourage guests to purchase exclusive brand cocktails and BTG pours Create exclusive programming to promote a partnership and lock in cocktail placements and new BTG
placements Objection
Long-term popularity of a champagne bar (*new concept*) Results:
Addition of large format VCP: 1.5L & 3.0L Addition of large format Moët et Chandon : 1.5L Addition of Chandon Brut & Rose 187mls for BTG Addition of 2 new Belvedere Cocktail Placements
Brought in Belvedere UF80 & RED
Elizabeth Morrissey, MN
“1st Luxury Champagne Tasting Experience on BLACK FRIDAY @ High Volume Key Retail Account”
Date & Location: November 29th & 30th, France 44 Wine & Spirits
Objective: To increase exposure with high marque champagnes at a high volume key retail
account during a peak time of the year To place the MHUSA champagne portfolio at the forefront of customer’s mind To expand the breadth of the MHUSA champagne portfolio within the account
Action: Strategy
To release HIGH MARQUE Champagnes at specific limited times to enhance the exclusivity and regal traits of the brands
To convince the account to expand its current SKUs with new HIGH MARQUEs within their current top sellers
Objection Cost v. Benefit Immediate purchase v.
Results: Sampled 75+ people, tasting:
Krug Grand Cuvée *released at restricted times Ruinart Rose*released at restricted times LGD 2004 *released at restricted times VCP Rose NV, Yellow Label Brut NV, Demi-Sec NV Moët et Chandon Imperial Brut Ruinart Blanc de Blanc Chandon Brut NV & Rose NV
Elizabeth Morrissey, MN
“Belvedere DJ Sound Series” Date & Location:
November 30th @ The Living Room at the W Hotel Objective:
To replace Grey Goose as THE ONLY premium luxury vodka in bottle service and 2 new cocktail placements
Action: Strategy
To provide exclusive sponsorship of DJ Series Event (3 part series) as THE ONLY premium luxury vodka
To replace Grey Goose on bottle service menu To gain new cocktail placements
Objection Customers who choose Grey Goose as “call”
Results: Replacement of Grey Goose with Belvedere on bottle service
menu and cocktail menu over Grey Goose placements permanently 43 cases in NOV.!
MTD 2 cases in 2012 Full back bar representation of Belvedere Pure, Belvedere Red,
and Belvedere UF80 for 4 months
Elizabeth Morrissey, MN