“1st Luxury Champagne Tasting Experience on BLACK FRIDAY @ High
Volume Key Retail Account”
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Date & Location:
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Objective:
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November 29th & 30th, France 44 Wine & Spirits
To increase exposure with high marque champagnes at a high volume key retail account
during a peak time of the year
To place the MHUSA champagne portfolio at the forefront of customer’s mind
To expand the breadth of the MHUSA champagne portfolio within the account
Action:
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Strategy
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Objection
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To release HIGH MARQUE Champagnes at specific limited times to enhance the exclusivity and regal
traits of the brands
To convince the account to expand its current SKUs with new HIGH MARQUEs within their current top
sellers
Cost v. Benefit
Immediate purchase v.
Results:
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Sampled 75+ people, tasting:
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Krug Grand Cuvée *released at restricted times – 1 case
Ruinart Rose*released at restricted times – 3 cases
LGD 2004 *released at restricted times – 1 case
Moët et Chandon Imperial Brut – 10 cases
Ruinart Blanc de Blanc – 3 cases
Elizabeth Morrissey, MN
“Belvedere DJ Sound Series”
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Date & Location:
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Objective:
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To replace Grey Goose as THE ONLY premium luxury vodka in bottle
service and 2 new cocktail placements
Action:
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November 30th @ The Living Room at the W Hotel
To provide exclusive sponsorship of DJ Series Event (3 part series) as
THE ONLY premium luxury vodka
To replace Grey Goose on bottle service menu
To gain min. 2 new cocktail placements
Results:
 Replacement of Grey Goose with Belvedere on bottle service
menu and cocktail menu over Grey Goose placements
permanently
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43 cases of Belvedere Pure
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MTD 3 cases in 2012
5 cases of Belvedere UF 80
5 cases of Belvedere Red
3 cases of Belvedere Citrus
Full back bar representation of Belvedere Pure, Belvedere Red,
and Belvedere UF80 for 4 months
Elizabeth Morrissey, MN
Clicquot in the Snow Premier Party
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Date & Location:
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December 21, 2013 @ the W Foshay Hotel
Objective:
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To increase the awareness of the Clicquot in the Snow, driving
volume into the account
To promote exclusivity with the MH brands, including Belvedere
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To provide added value to both BTG & BTB positions
Action:
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http://www.kare11.com/story/life/food/recipes/beverages/2013/12/21/w-hotel-uglysweater/4155807/
Creating a profit/loss document to provide a visual aid, convincing
the key buyers to offer the VCP product at reduced prices as an
added value to the guests
Setting a pitch meeting with the General Manager to review
marketing buzz feed plan
Results:
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11 cases of VCP Yellow Label
8 cases of Belvedere
Elizabeth Morrissey, Minnesota
Glitz & Glamour: A Veuve Clicquot New Year Yellow Carpet
Party
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Date & Location:
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Objective:
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To be the exclusive luxury champagne sponsor on 1st Avenue
downtown Minneapolis
To increase brand breadth within the key account
Action:
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December 31, 2013 @ Light Nightclub
Composed a proposal with programming to enhance bottle
service packages with Veuve Clicquot SKUs, large formats, and
Belvedere
Sourced eye-popping POS, including yellow carpet with branded
back drop and Belvedere Night Saber bottles
Results: ALL NEW PLACEMENTS
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1 9.0L VCP Yellow NV
1 case 1.5L VCP Yellow NV
1 case 1.5L VCP Rose NV
2 cases VCP Demi-Sec NV
2 cases VCP Rose NV
6 cases Belvedere Pure
Elizabeth Morrissey, Minnesota