SAQ's Taste Tag Rollout
Agency: Sid Lee, Jimmy Lee
SECTION I – BASIC INFORMATION
Business Results Period in Consecutive Months: June 2009 – June 2010
Start of Advertising/Communication Effort: June 2009
Base Period as a Benchmark: June 2008 – June 2009
Geographic Area Covered: Québec
Annual Budget Range: $1 – $2 million
The Société des Alcools du Québec (SAQ) is a provincially-owned corporation responsible for the trade of alcoholic beverages in Quebec.
Despite having a commercial mission to sell wine, beers and spirits, the SAQ also needs to demonstrate social responsibility. It thus faces an unusual challenge: propel sales without encouraging an overall increase in alcohol consumption.
This document describes the launch and roll out of "Taste Tags," a new communication tool that helps consumers identify their wine profiles and cultivate their knowledge of wine, thereby making it easier to sell. Taste Tags were implemented on all regular wines at SAQ (more than 1,000 bottles in inventory).