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Treasury Wine Estates partners with Deliveroo in at-home sampling campaign

Australian wine giant Treasury Wine Estates is working around a lack of experiential marketing opportunities by offering consumers free samples of its Wolf Blass wine range through Deliveroo.

The UK-based campaign has been launched to “enhance at-home occasions with the Australian wine brand”, TWE said, allocating 187ml free bottles of Wolf Blass Yellow Label, Cabernet Sauvignon and Chardonnay to complement meals delivered via Deliveroo.

Between 8 and 22 June, eligible customers within radius of Deliveroo sites in London and Manchester can opt in to receive a free wine sample alongside any order from a Deliveroo Editions restaurant.

A leaflet will also accompany the wine, giving details on the entire Wolf Blass range, and showcasing further food and wine pairing ideas.

Ben Blake, head of marketing for EMEA at TWE said that, during lockdown, consumers want the same level of dining experince at home that they would expect from a restaurant.

“This partnership enables customers to order from their favourite delivery company and make their eating in occasion all the more special, pairing quality wines their meal of choice,” he said.

The campaign also ties in well with the higher level of home cooking we’ve seen since the UK went into lockdown on 23 March.

“Recipients can become wine connoisseurs in the comfort of their own homes, by referring to the food and wine pairing suggestions,” Blake said.

A number of drinks companies have had to adapt their marketing strategy as they can no longer attract consumers with events or promotions in bars and restaurants, or lucrative sports partnerships. Spirits group Bacardi partnered with Deliveroo Editions to enable UK and Ireland bars to deliver cocktails during the Covid-19 crisis in April.

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