Hallgarten launches Wine Heroes campaign for independent merchants

By Gemma McKenna

Published: 06 October, 2014

Hallgarten Driuitt & Novum has launched Wine Heroes - a campaign tailored to independent wine merchants offering winemaker visits, bespoke POS materials and discounted pricing to help engage consumers.

The campaign will run from now until Christmas, and feature a total of 12 of its wine producers.

Hallgarten's Wine Heroes campaign aims to help indies engage with their consumers to boost sales. Hallgarten’s Wine Heroes campaign aims to help indies engage with their consumers to boost sales.

"Within our wine list we have many products with inspirational stories to engage consumers and that are ideal for the independent retail sector," said Hallgarten's portfolio marketing manager Danielle Whitehead. "We hear more and more that, as their thirst for knowledge increases, consumers today are interested in learning about the history, people and place behind a wine and this activity is designed to empower our Independent customers to pass this on."

Independents can also benefit from interviews and regular video content from all the producers involved and a newsletter offering ideas of how and when to promote the Wine Heroes campaign using different calendar events as hooks - such as Chocolate Week, International Merlot Day and Christmas. A 12 for 11 promotional price on selected wines will also be available.

Participating producers include: Prosecco Carpené Malvolti (Veneto), Hamilton Russell (South Africa), Château Fortia (Rhône), Carmen (Chile), Saint Clair (New Zealand), Schloss Johannisberg (Germany), Marchesi de' Frescobaldi (Tuscany), Gérard Bertrand (Languedoc), Gaia (Greece), Feudi di San Gregorio (Campania), Antiyal (Chile) and Collavini (Friuli).

Earlier this year Hallgarten moved to outsource its warehousing and bonding services to London City Bond - to allow it to concentrate on providing a far more wine-focused, sales- and insights-driven business for its customers. In recent times it has also made changes to its management team: Helen Munday has arrived as marketing director from PLB, Richard Brooks has moved over from Pernod Ricard as head of national accounts, and Susan Harper has switched from Hatch Mansfield to lead its regional sales team and independent strategy.

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