Gonzales Bysass wanted to grow volume sales in Waitrose and build brand awareness around their Beronia Crianza variant.
Beronia was founded by a group of friends from the Basque country in Spain who felt they were missing a wine they deemed good enough to pair with their culinary creations – so the answer to their problem was to establish their own winery, hence the birth of Bodegas Beronia.
With an impressive new state of the art winery in Rioja, we created a promotion to appeal to Waitrose shoppers, offering an exclusive trip to the Beronia winery with travel to Spain and 3 nights 4* accommodation.
The Beronia Vineyard tour including tasting will be provided by Gonzalez Byass, and the trip also includes entry to the Guggenheim Bilbao and dinner at Casa Rufo in Bilbao.
The on pack promotion has been amplified beyond the store with a social campaign targeting Waitrose shoppers with the brand and promotion message
The promotion runs from 1st May to 30th June 2022 and is communicated via neck hangers in Beronia Crianza bottles in Waitrose, with entries managed via a bespoke microsite at beroniawin.com delivered via our ProMotor promotion management platform.