Cube and Sensible get sampling

Published: 23 July, 2008

Cube Communications and Sensible Wine Services have teamed up to launch a new company, which focuses entirely on presenting wines, beers and spirits to consumers face to face.

The Drinks Sampling Company (DSC) - a 50/50 joint venture - aims to combine the marketing and events skills of Cube and the logistics and back-office organisational expertise of Sensible Wine Services' in a fast-growing area of the wine marketing mix.

We aim to offer anything from a full-scale summer sampling campaign to a small stand at the BBC Good Food Show,' said Cube's Chris Hambleton. Sensible will make sure that the wine is in the right place at the right time, as they do for numerous high-profile events, and we will take care of the stand design and branding. We can also offer trained staff, educated up to WSET Diploma level, something we believe really sets us apart.

Wine communicator Joe Wadsack will be training each sampling team in the product in question so that they have the right blend of knowledge and enthusiasm.'

Peter Franz of Sensible said that he always gets asked by clients if we can go that one step further and sort out the stand as well as the logistics. That's not really our strength and we wouldn't want to do it unless we could do it well, so it made sense to team up with Cube.'

Hambleton added: Brand managers are often hard-pressed for time, and marketing teams appear to be getting smaller.

We aim to take the pressure out of running sampling campaign and will look after everything from the back-room logistics

to the final delivery.

Spirits companies have shown the way forward when it comes to experiential marketing, but only a handful of wine companies do it properly. You have to make it an experience to remember.'

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