I’M Wines of Napa Valley has hidden four symbols of a diamond on the corks of its vintages in an effort to build sales and brand exposure.
Consumers who find the diamond, along with a serial number, on the cork will win a pink or yellow diamond. A fifth diamond will be awarded through a sweepstakes offered both at retail and online at Imwines.com. The diamonds are estimated to be valued at $5,000 each.
At retail, in-store signage and neck hangers tout the campaign. Brands participating in the Diamond in a Bottle promotion are: I’M Rose 2004, I’M Rose 2005, I’M Chardonnay 2003 and I’M Chardonnay 2004.
The I’M portfolio includes: I’m Rose from Napa Valley, I’M Chardonnay from Sonoma County and I’M Pinot Noir from Willamette Valley, OR. The promotion, handled in-house, runs through March 31, 2007.
I’M Wines are made for Isabel Mondavi (I’M) with help from her son Rob Mondavi; the company is owned by Folio Fine Wine Partners, Napa, CA.
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