Treasury Wine Estates and Deliveroo have launched a free sampling campaign for Wolf Blass Yellow Label in the UK.
TWE is giving away 20,000 free 187ml bottles of Wolf Blass Yellow Label, Cabernet Sauvignon and Chardonnay to eligible Deliveroo customers between June 8 and 22.
A leaflet will accompany deliveries during the free sampling campaign, giving details on the Wolf Blass wine range, plus food and wine pairing ideas. This taps into the higher level of home cooking seen since the UK went into lockdown on March 23.
Ben Blake, head of marketing for EMEA at TWE said that consumers want the same level of dining experince at home that they would expect from a restaurant.
“This partnership enables customers to order from their favourite delivery company and make their eating in occasion all the more special, pairing quality wines their meal of choice,” he said.
“Recipients can become wine connoisseurs in the comfort of their own homes, by referring to the food and wine pairing suggestions,” Blake said.
Roxy Rochford, commercial manager at Deliveroo Editions added: “We’re delighted to be partnering with Treasury Wine Estates to distribute up to 20,000 free wine samples to eligible Deliveroo customers in June.
“Our Deliveroo Editions sites in London and Manchester host a wide range of cuisine choices, from sushi to pizza, providing the perfect opportunity for customers to pair their delicious meal to a glass of red or white.”
Marketing pivots during COVID-19
The shift to at-home dining during COVID-19 shutdowns is predicted to continue into the future as restricitions ease, with value and innovation set to drive results in this category.
As a result, drinks brands had to rethink their marketing strategies.
“Moving forward, it will be more socially acceptable to stay in,” said IRI Data and Insights Consultant Lachlan Cameron. “We have seen an explosion of online communities and the ability to live virtually.
“This will increase the importance of in-home occasions, convenience and online delivery.”
Brands such as Bacardi and Hendrick's Gin have launched initiatives to target this "new normal".
Bacardi partnered with Jimmy Brings last month to deliver at-home Mojito kits to consumers; while Hendrick's Gin is celebrating "World Cucumber Day" by partnering with bars across Sydney and Melbourne to launch a cocktail delivery service accompanied by “Cultivate Your Cuke’ growing kits.
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