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About

TARGET wine department retail communications and promotions.
Published:
Company:
Target Corporation  
 
Project:
Point-of-purchase (P.O.P.) tools and promotion.
 
Purpose:
Demystify and simplify wine selection for novice wine shoppers (based on master sommelier
Andrea Immer’s “Wine Made Easy” book) to enhance purchase confidence and on-the-spot sales.
   
Solution:
Translate Andrea Immer’s easy wine selection guidelines into consumer-helpful P.O.P.:
 
1) P.O.P. illustrating “Wine 101” for at-a-glance wine insights (fruit flavor, body style, color, oak flavor)
 
2) “Wine wheel” tool recommending wine pairing with common, everyday foods
 
3) Promotional display showcasing Andrea Immer and her wine book
   
Outcome:
Product testing in a dozen greater Napa Valley area Target stores performed extremely well
(consumers and wine critics were both overwhelmingly impressed), leading to a nationwide store
roll-out (except in prohibiting states).