Kris Wine Uses a Sweepstakes to Launch a U.S. Marketing Campaign

Kris, a Pinot Grigio handcrafted in Italy, is making a move to build its brand across the U.S. by launching its first marketing campaign.

The campaign is inspired by Italian artistry and culture, including a partnership with Vespa in a sweepstakes offering a Vespa S50 scooter, the newest offering from Vespa and the fastest on the road.

The bikes appear on life-size standees at retail with tear pads to enter the sweepstakes and surrounded by stacks of Kris wine. In some outlets, the actual scooter will be on display.

“The fact that the standee is life size, you get the same effect,” said Brad Mayer, marketing director at Winebow, the importer of Kris. “But ultimately the goal is to get the scooter in there.”

Object 9 is handling the promotion work and has placed an emphasis on increasing display presence in both grocery and retail channels, Andy Gutowski, creative director for Object 9 said.

The promotion, called “Discover the Art of Wine,” runs through Aug. 31. The effort marks the first marketing effort for the brand and includes the P-O-P as well as wraps, neck hangers and a Web site.

Kris, an affordable 10-year-old brand, is the No. 1 super premium Pinot Grigio in the $10 to $15 range. The brand has grown quickly with minimal marketing support,” Adam Welch, the brand manager for Kris, said.

The sweepstakes is the first promotional event on the calendar. A holiday promotion, beginning in October and running through December, features wine glass charms prepackaged with bottles of Kris and distributed via neckers. The charms promotion, inspired by Venetian glass, will carry the tag line, “Discover the Charm of the Holidays.”

“Kris is a brand that had a lot of opportunity in it,” Mayer said. “We wanted to reach out to more consumers in more points of distribution to develop a clear brand strategy and promotional calendar to grow the brand.”