The Lakes Distillery engaged the services of CFM to supply and manage (18yrs+) experienced food and drink sampling staff with the appropriate food hygiene qualifications.
Sampling of The Lakes Distillery Gins was to be carried out in Wyevale Garden Centres to coincide with Mother’s Day. The weekend was selected due to expected increase in footfall which would be an opportunity to raise brand awareness, treat Mums to a very nice bottle of Gin and increase sales.
Execution
Prior to the sampling weekend, staff visited each Garden Centre to ensure the stock had been received and was well positioned in store. Non deliveries were reported to our contact at The Lakes Distillery to enable them to have stock holdings checked and additional deliveries arranged where needed.
The sampling staff were allocated an area close to the shelf stock as possible and instructed to make their sampling display as inviting as possible. Product information leaflets were also supplied to be handed out to all customers.
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results
The sampling days were a great success with all Wyevale Garden Centres recording a significant increase in sales compared to previous weeks for The Lakes Distillery Gins.
Brand awareness was increased, customers who had no prior knowledge of The Lakes Distillery Gins were impressed by the unique tastes and blends they experienced from the sample they tried. Information leaflets were available to customers who wanted to remember the brand for a future purchase.
Customer feedback was also collected, constructive comments regarding pricing, flavours, texture, and style – all useful information for The Lakes Distillery for future brand development and and marketing campaigns.
All in all it was a great brand awareness and sampling campaign, as many thousands of samples were given out to potential future customers. Some customers were happy to make a purchase right there and then and others were happy to take a leaflet and will remember tasting The Lakes Distillery Gin.
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