With the ‘La Folie’ campaign, one of the brand’s objectives is to normalize the consumption of the drink at different times
Wine importer and distributor, Grand Cru has prepared the ‘La Folie’ campaign for this Carnival. The initiative, according to the brand, aims to demystify associations about the consumption of the drink, especially on days of revelry (associated, in most cases, with beer).
“We will break this barrier by increasingly normalizing this consumption to celebrate both everyday life and great moments like Carnival, washed down with wine”, says Mafe Trentini, head of marketing at Vssimo Group.
And in favor of the company’s goal, the numbers. According to Wine Intelligence, more than 50 million Brazilians, which represents 36% of the country’s adult population, consume the drink regularly – an equivalent proportion of the United States.
The expansion of national wine consumption has also been attracting the attention of the international market. Imports jumped from 120 thousand tons, with a total value of US$ 372 million in 2019, to 160 thousand tons and US$ 478 million in 2021, according to information from the Ministry of Agriculture, Livestock and Supply (Mapa).
So, to show that wine can be consumed whatever the occasion, including Carnival, one of the bets will be to promote tastings in physical stores starting this Wednesday (11).
The campaign will also see reinforcement of items at the POS and on social networks. Maf says that marketing has used communication elements in order to show moments of lighter consumption than gastronomy.
“We want to bring wine for wine’s sake, as a moment of exchange, conversation and social interaction/connection. And, in fact, this is one of our great challenges as a Grand Cru: promoting integration through wine”, he highlights.
(Credit: Klara Kulikova on Unsplash)
