Avenue d’Alsace is a delightful initiative that aims to introduce Alsatian wines to various clientele in Quebec and Ontario, allowing them to discover and taste the wines from this region. Sopexa mandated Brad to develop this unique, rallying project that features a wide selection offered to wine newbies to raise awareness about the variety of Alsatian wines available, seats to share a discussion over a glass of wine, and knowledgeable ambassadors to explain and demystify the terms and vocabulary associated with the many different aromas. All set in a fresh, pleasant environment for a unique sensorial experience.
The idea of a truck was a popular choice for the concept, and also made it possible travel farther to reach wider audience on large distance. A mobile bar, Avenue d’Alsace is the anchor for all related communications activities for 2017: social media, sommelier training, point-of-sale promotions, press relations and event communications. This media offensive is supported with a social media strategy and in-store promotions at SAQ stores.