Accolade Wines has launched its first Summer Sampling Campaign onboard two cross-channel DFDS ferries.
The eight-week campaign launched on 12 July. DFDS and Accolade Wines said it underlined their strong collaboration and commitment to growing the wine category onboard.
The promotion, on DFDS ferries travelling from Dover to both Calais and Dunkirk, focuses on three key brands: the flagship Hardys wine, Jam Shed Shiraz and Stone’s Gin.
Accolade Wines noted that the summer season is the busiest for channel crossings and provides an opportunity to drive both visibility and trial with a total estimated passenger reach of 50,000.
Branded pop-up sampling booths are situated either next to or opposite the entrance to the onboard shop to convert trial into purchase, as well as offering passengers an added experience during their ferry crossing.
Accolade Wines Commercial Director Global Travel Retail Rupert Firbank said: “This is a brilliant opportunity for us to give customers on the channel crossing a hands-on experience with some of our most popular brands.
“The busy summer season is the perfect time to catch the attention of shoppers, both new and old.”
DFDS Category Manager Onboard Sales Department Paul Hiles commented: “We are delighted to partner with Accolade Wines through this busy summer period, exposing some great brands to our passengers in an engaging way. I am confident that this will increase sales onboard in a growing category.”
Leading Australian wine brand Hardys showcases the best of the country’s vineyards, wine regions and grape types. During the July promotion, Hardys VR was offered at three for £10 (US$12).
Jam Shed Shiraz is another Australian wine which pays homage to a winery in Clare, South Australia, which opened for business in 1895. The locals referred to it as ‘The Jam Shed’ as it had previously been the Old Clare Jam Factory, which played a role in the development of the region through both jam and wine production.
The campaign will conclude with Stone’s Gin, a new release from Stone’s, a leading producer of “all things ginger” for almost 300 years. The Stone’s G&G – Stone’s Gin, ginger ale, a wedge of lime and a slice of fresh ginger – is a recommended serving during the promotion.
