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SHINER BEERS case study
OBJECTIVE:
- Reach current and prospective consumers through sampling and engaging brand experience.
- Utilize the existing brand awareness to increase exposure of brand by offering new/additional Shiner brands and increase sales.
- Leverage samplings to increase placement and shelf space in retail.
APPROACH:
Using a flighted sampling schedule created and booked by the Shiner team, Pourtastic executed over 1,500 off-premise sampling events for the brand throughout the year. With heavy prominence in the HEB chain in South Texas and other key accounts such as Kroger, Total Wine & More and Spec’s, the Pourtastic Shiner team sampled up to three beer brands at each demo, focusing on seasonal and new releases and core beers. Brand ambassadors were equipped with branded attire and POS giveaways for several campaigns, enhancing the brand experience.
RESULTS:
- 1500+ demos completed
- 33.5% sampling to sales ratio average (over 1 in 3 people who sampled made a purchase)
- Where samplings were concentrated, seasonal releases sold out
- Increased sales for brand
- Increased store sales/strengthened retail relationships
- Managed inventory flow: seasonal offerings were moved out to make room for the next release
(ex: Selling through Oktoberfest before Christmas seasonal arrived) - A hold-over effect occurred during off-months when sampling budget was not concentrated: sample to sales ratios increased due to momentum coming out of the previous month with heavy sampling schedule
- Peak sales month was in July with both the greatest number of scheduled events (275) and over 3000 units sold over the month
HIGHLIGHTS:
- Sales in dollars for a single event was as high as $818
- Greatest number of units sold at a single event was 80 6-packs
- Consumer reaction to sampling resulted in sell-out of both seasonal product and year-round brand in both 6- and 12-packs (44 sold)
- Many events sold greater than 40 units (6- or 12-packs)
- BAs hand-sell other labels from the brand, beyond the three sampled, based on customer taste and feedback.
One particular event had sales of eight different labels
The Shiner/Pourtastic partnership started with a small number of demos in DFW and has strengthened to up to hundreds of demos monthly throughout the state of Texas and even in other states based on proven results and return on investment.