1. F15 H1 DC&E MWB Off Premise Sampling Program Butterfly Kiss
Sell-in Guidelines
Allocations:
Over 400 Events for F15 H1 in Select Markets
Promotion Dates:
F15– Align with DC&E Execution Plan with display visibility program
Account Target:
Off-Premise
Chain Grocery and Liquor
Key independent Liquor accounts
Staffing:
1 promotional model
Timing:
3 hours of sampling
½-hr set up & break down
During high foot traffic hours on Thursday, Friday or Saturday
Align with DC&E Execution Plan
Consumer Target:
years old, males and females
General Market
Sampling Goals:
80 consumers reached
60 consumers sampled
25 bottles sold
Avg. Case Display – 3
Sampling Budget: *WET DEMOS ONLY
$50 for product
Approval needed for any additional expenses
Event Overview:
Off-premise sampling program in key grocery and liquor accounts designed to promote Butterfly Kiss through the DC&E’s Mobile Wine Bar Program
Promotion Objectives:
Drive consumer education, trial and purchase of the Butterfly Kiss MWB portfolio
How it Works:
Before every event, complete brand training on and study your portfolio booklet carefully so you are prepared to answer questions about the varietals, tasting notes and food pairing suggestions for all brands.
Introduce yourself to the store manager or wine department manager upon arrival. Ask if they would like to taste through the wines (where legal).
Set up your display area with no more than four Butterfly Kiss wines on the table.
Open the bottles of wine you will be pouring and taste and/or smell the wines for defects.
Quickly walk the entire store to capture case display activity for Butterfly Kiss (look for small case stacks, large displays, end-caps, small displays near the deli, meat or produce sections).
Engage target consumers and offer them a complimentary 1-oz pour of up to four of the top SKUs of Butterfly Kiss (where legal)
Relay key brand facts and any feature pricing while using premiums and/or rebates to incentivize purchase (where legal)
Take pictures whenever possible — of your display, consumers enjoying the event (for internal Diageo use only) and competition!
Answer ALL questions on your Event Report Form, and don’t forget to add insightful comments — YOU are our in-store experts!
Alert your manager immediately to any issues you encounter during your event so we can use your feedback to improve our program’s effectiveness.
Distributor Responsibilities and Account Requirements
Schedule events against the DC&E Execution Plan to align with display visibility program
Identify the best accounts that fit the program guidelines, including: target consumer, location, time, inventory, etc.
Give sampling agencies direction on up to 4 SKUs to pour at each event and means of securing product.
Ensure that the account has ample inventory of GREAT AMERICAN WINE COMPANY
Target = minimum of 3 cases committed by the retailer on event day of the SKUs that will be poured for consumers

2. F15 H1 DC&E MWB Off Premise Sampling Program Butterfly Kiss
Kit Materials
1 pop up display
1 printed tablecloth
4 drip stops
1 education guide
1 pitcher
1 bottle opener
100 tasting cups
2 counter cards (one with Smirnoff & one without)
30 glass char clings for consumer giveaways
1 Wine style guide
50 IRC or MIR coupons, where legal
1 ERF
1 RCF
Distributor Responsibilities and Account Requirements
Schedule events against the DC&E Execution Plan to align with display visibility program
Identify the best accounts that fit the program guidelines, including: target consumer, location, time, inventory, etc.
Give sampling agencies direction on up to 4 SKUs to pour at each event and means of securing product.
Ensure that the account has ample inventory of BUTTERFLY KISS
Target = minimum of 3 cases committed by the retailer on event day of the SKUs that will be poured for consumers
Key Brand Communication Points:
Butterfly Kiss wines make everyday a little bitter sweeter. These lively
wines showcase bright flavors, lifted aromatics and are kissed with
distinctive touches that make them one of life’s little pleasures.
Sampling Guide
IRC Coupon
Counter Card
Pop up Banner
Ideal Sampling Setup
Recipe Cards