1. F15 H1 DC&E MWB Off Premise Sampling Program Acacia Vineyards
Sell-in Guidelines
Allocations:
Over 400 Events for F15 H1 in Select Markets
Promotion Dates:
F15– Align with DC&E Execution Plan with display visibility program
Account Target:
Off-Premise
Chain Grocery and Liquor
Key independent Liquor accounts
Staffing:
1 promotional model
Timing:
3 hours of sampling
½-hr set up & break down
During high foot traffic hours on Thursday, Friday or Saturday
Align with DC&E Execution Plan
Consumer Target:
years old, males and females
General Market
Sampling Goals:
80 consumers reached
60 consumers sampled
25 bottles sold
Avg. Case Display – 3
Sampling Budget: *WET DEMO ONLY
$50 for product
Approval needed for any additional expenses
Event Overview:
Off-premise sampling program in key grocery and liquor accounts designed to promote Acacia Vineyards through the DC&E’s Mobile Wine Bar Program
Promotion Objectives:
Drive consumer education, trial and purchase of the Acacia MWB Portfolio
Event Activity:
Before every event, complete brand training on and study your portfolio booklet carefully so you are prepared to answer questions about the varietals, tasting notes and food pairing suggestions for all brands.
Introduce yourself to the store manager or wine department manager upon arrival. Ask if they would like to taste through the wines (where legal).
Set up your display area with no more than four ACACIA® wines on the table.
Open the bottles of wine you will be pouring and taste and/or smell the wines for defects.
Quickly walk the entire store to capture case display activity for ACACIA® (look for small case stacks, large displays, end-caps, small displays near the deli, meat or produce sections).
Engage target consumers and offer them a complimentary 1-oz pour of up to four of the top SKUs of Acacia (where legal)
Relay key brand facts and any feature pricing while using premiums and/or rebates to incentivize purchase (where legal)
Take pictures whenever possible — of your display, consumers enjoying the event (for internal Diageo use only) and competition!
Answer ALL questions on your Event Report Form, and don’t forget to add insightful comments — YOU are our in-store experts!
Alert your manager immediately to any issues you encounter during your event so we can use your feedback to improve our program’s effectiveness.

2. F15 H1 DC&E MWB Off Premise Sampling Program Acacia Vineyards
Kit Materials
1 pop up display
1 blue tablecloth
1 printed runner
4 drip stops
1 bottle opener
100 tasting cups
1 counter card
1 education guide
1 recipe card (pack of 50)
30 bags as consumer giveaways
1 Wine style Guide
50 IRC or MIR coupons, where legal (multi brand)
1 ERF
1 RCF
Distributor Responsibilities and Account Requirements
Schedule events against the DC&E Execution Plan to align with display visibility program
Identify the best accounts that fit the program guidelines, including: target consumer, location, time, inventory, etc.
Give sampling agencies direction on up to 4 SKUs to pour at each event and means of securing product. At least one Premium/Appellation tier wine should be sampled
Ensure that the account has ample inventory of ACACIA
Target = minimum of 3 cases committed by the retailer on event day of the SKUs that will be poured for consumers
Key Brand Communication Points:
Founded in 1979, a pioneer with over 30 years of winemaking excellence, Acacia Vineyard is recognized as a benchmark producer of Carneros Pinot Noir and Chardonnay.
Coupon IRC
Counter Card
Recipe Card
Popup Display
Education Guide