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Brandy de Jerez Brandy de Jerez Brandy de Jerez Brandy de Jerez

Dunn/Robbins served as agency of record for Brandy de Jerez from 1996-2006, part of Wines of Spain, under the aegis of the Trade Commission to Spain, New York. In a small but highly prestigious category, Brandy de Jerez Solera Gran Reserva, we were able to both increase awareness and appreciation, and increase case sales by almost 30% each year. This multifaceted program, which took place in NY, Chicago, Miami and Boston, covered the following tactics:

Promotional Representatives

We hired and managed promotional representatives in each city, whose function was to increase distribution and sales in key accounts, and to hold educational seminars for on and off-premise staff. D/R principals participated in market visits, working in the field with key importer and distributor reps.

On and Off Premise Tastings

These took place in top restaurants, hotels, cigar bars and night clubs in all 4 cities, with specially trained hostesses offering BDJ/SGR as a complimentary after dinner drink. We did an average of 100 placements and 3000 pours on- premise per market each year.

Off-premise tastings (key retail stores), were also implemented by D/R trained hostesses. We did an average of 60 placements and 2000 pours in these outlets.

Special Events & Promotional Mailings

Wide range of events, from Decadent Dessert Parties, with recipes created by local Chefs, to cocktail parties with recipes created by local mixologists. Promotional mailings to key press: logoed silver flask, cigar cutter, minis, cocktail shaker, brandy snifter, etc.

Biweekly Newsletter

A 4C update, with news about events past and future, was sent to the universe of on and off-premise accounts, as well as to importer and distributor personnel.

Trade Trips to Jerez

Key retailers from Miami and New York visited the five bodegas in Jerez, Spain.

Advertising

A major ad campaign, including advertorials and inserts, ran in major wine and food publications, as well as in local newspapers (trade ads in conjunction with local retailers) in target markets.

Promotional Materials

We designed a memorable logo and artwork, which was used on all printed materials, from the16C brochure to postcards, shelf talkers, drink recipe cards, and posters.