Wine Victoria x Freshippo Market Research Roadshow: Leveraging Freshippo’s Retail Network, Brand Catalyser Introduces Victorian Wine to the Chinese Market
Background and Brand Catalyser's Role in the Collaboration
Extensive Online and Offline Exposure & Valuable Market Insights
The event showcased 12 Victorian wine brands with 23 SKUs, 2 SKUs from Fowles and 2 SKUs from Brown Brothers and attracted over 500 daily visitors who engaged in interactive activities, including wine tastings and giveaways. The event also received extensive coverage from 10 mass media and 15 KOLs, generating significant and ongoing attention.
Freshippo further extended Brown Brothers’ market visibility through the 12·12 Winter Drinks Festival, featuring strategic digital marketing touchpoints including dedicated app sections, prominent open-screen advertisements, and targeted product placements. This multi-channel approach potentially reached an impressive audience of over 3 million users, significantly expanding the brand’s digital footprint.
A key focus of the event was to gauge consumer interest in Victorian wines. We collected 356 survey responses, yielding valuable insights on:
• Impressions of Australian and Victorian wines,
• Preferences for wines and other alcoholic beverages,
• Wine purchasing behaviours,
• Brand preferences among the 14 participating brands.
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