Vincor International - Naked Grape

Vincor International, the largest wine producer and distributor in Canada, wanted to launch a new brand of wine to appeal to novice wine drinkers and capitalize on the growing premium wine segment.
Agency: Bos

Vincor International – Naked Grape

Winner: Off to a Good Start - Bronze

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months): September 2005-April 2006

Start of Advertising/Communication Effort: October 2005

Base Period for Comparison: N/a (product launch)

Vincor International, the largest wine producer and distributor in Canada, wanted to launch a new brand of wine to appeal to novice wine drinkers and capitalize on the growing premium wine segment.

Accordingly, Naked Grape hit the shelves in Liquor Distribution Boards (LDB) in September 2005 and in Wine Rack locations in October 2005.

The resulting demand was beyond expectations. Shipments were...

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