BRUNELLO CONSORTIUM: DIGITAL CAMPAIGNS PUSH BRUNELLO IN THE US AND CANADA
END-OF-YEAR SALES QUADRUPLED ON WINE.COM (USA); REVENUES LEAP 60.5% IN ONTARIO (CANADA) THANKS TO DIGITAL INITIATIVES BY THE LIQUOR MONOPOLY
(Montalcino - Siena, 25th January 2021). Almost 18 thousand bottles of Brunello (+300% vs. 2019) sold in the USA from September through November 2020 on the Wine.com platform alone, and a 60.5% growth in value of sales of the LCBO – the Canadian liquor monopoly in Ontario – from October through early January as compared to the same period last year. These are the achievements of the pre-Christmas digital campaigns of the Consorzio del vino Brunello di Montalcino aimed at the major overseas target markets. “The United States and Canada are strategic marketplaces,” stated Fabrizio Bindocci, Chairman of the Consortium. “Faced with the new lockdown, at a time of the year that is most crucial for us in terms of sales, we have decided to focus on promotion to support the 2015 vintage still on the market.” Personalised pages, presence on social networks, targeted emails to fine wine customers, promotions and advertising banners are the main marketing mix components used on wine.com – one of the leading online shops in United States boasting a nationwide distribution network – which led to a boom in value sales (958 thousand dollars, for an average price of 54 dollars per bottle), also owing to the growth of Millennials, who today account for 23% of purchases as compared to the 14% registered 2 years ago.
A multichannel strategy was also adopted in Ontario from November through early January, which not only envisaged targeted sponsorships on the social networks of the LCBO, but also the organisation of tasting reviews and digital webinars involving more than 30 experts including Liquor Control Board representatives, restaurateurs, sommeliers, influencers and journalists, complemented by the participation of 26 wine estates from Montalcino. The campaign generated more than 18 thousand clicks from the social media to the LCBO website and Brunello sales totalling more than 3.4 Canadian dollars.
Brunello di Montalcino exports, on average, 70% of its wine worldwide: top buyers are the United States and Europe, followed by Canada and Japan.