Beringer is bringing a new Main & Vine Dry Rosé to market with a year-long promotional effort that combines prizes and partnerships with notable consumer brands such as 1 800 Flowers, Rarest Rainbow Jewelers, and Harry David, among others.  The effort kicks off in May and will ultimately extend to every Main & Vine variety, with top prizes that include a pink diamond ring, Rose Gold and Diamond Earrings or Rosé Gold Headphones.

Before year’s end, each bottle of Main & Vine will feature a code on every cork, the key for consumers to win seasonally relevant prizes. To begin, codes will be found on special Neckers on bottles of the new Main & Vine Dry Rosé.

Main & Vine Dry Rosé is the first dry expression in the popularly priced category, inspired by the rosé wines of Provence.  A pale pinkish hue makes the wine instantly recognizable, with noticeable floral notes and flavors and aromas of passionfruit and red berry.  The wine is already one of Main & Vine’s most successful line extensions, with broad off-premise support.  At this year’s California State Fair, the wine was awarded 93 points.

The fully integrated promotional efforts are expected to encourage repeat purchase and higher basket rings with multi-bottle purchases as consumers seek new winning codes for nearly 10,000 available prizes, according to Beringer Brand Director Jennifer Evanko.  The complete program supporting Main & Vine wines will run through June 2018.

To launch Main & Vine Dry Rosé, the Uncork program features innovative Wine & Win elastic Neckers shipped to market pre-applied to both magnums and 750ml bottles of Main & Vine Dry Rosé. Consumers will collect codes and enter them on the website www.mvuncork.com for a chance to win prizes, including Rarest Rainbow Diamond Rings, 1-800 Flowers Gift Cards, Rosé themed towels, hats, tote bags, stemless wine glasses and kitchen mats, among others.  Consumers who do not win one of the prizes will be offered MIRs or IRCs for $2 off future two-bottle purchases.  Higher value prizes and Grand Prize giveaways will be awarded during the holiday period in 2017, with additional top prizes in spring, 2018, maintaining consumer interest.

s new varieties join the promotion, the codes will begin appearing on individual works, with all wines in the tier featuring the Uncork To Win codes in the important year-end holiday selling period.  As with the Necker codes, consumers will go to the promotion website to enter the codes and determine what their unique offer will be.

Evanko says the integrated effort includes in-store POS like floor decals, Neckers, case cards, shelf talkers, case stacks, and coupons, as well as digital media with desktop and mobile advertising and social media support.  Vestcom shelf strip tags will be used, as well as program efforts from News America in 1,866 stores and Ibotta, the innovative app that allows consumers to find cash back programs such as Uncork Wine & Win while shopping in the store.

Read more at source: Wine Industry Advisor