The Challenge

Manage and execute promotional campaign supporting the LCBO’s Joie de Vin thematic by showcasing unique elements of each wine region across a broad range of special events and promotions occurring simultaneously.

The Solution

Embr sourced live music, giveaways, branded uniforms and creative POS for each region. Liaised with the LCBO on application submissions while seeking approval on all relevant event details to ensure approved elements met regional criteria for campaign success.

Retail Tastings

Executed 125+ retail tastings, providing consumers with an opportunity to try the featured wines from each region, with a direct drive to purchase from a trained Embr wine demonstrator.

Kitchen Events

Embr planned and sourced decor elements and consumer giveaways and demonstrator uniforms for special kitchen sampling events taking place at flagship LCBO stores across Ontario.

LCBO Tutored Tastings

Sommelier from Embr’s Specialized Staffing department was deployed to key LCBO locations to conduct private tastings for LCBO employees, providing LCBO product specialists with an opportunity to trial featured wines and key brand information to share with interested LCBO shoppers.