Avenue d’Alsace is a delightful initiative that aims to introduce Alsatian wines to clientele in Quebec and Ontario. Sopexa entrusted Brad with the mandate to develop this unique project, which introduced wine newbies to a wide selection of products. The goal was to raise awareness about the variety of Alsatian wines that are available, to share a discussion over a glass of wine, and to have knowledgeable ambassadors explain and demystify the terms and vocabulary associated with the different aromas. All this was set in a pleasant environment for a unique sensorial experience***.
The idea of using a truck was a popular choice for the concept. It made it possible to travel farther and reach a wider audience. Avenue d’Alsace, a mobile bar, was the anchor for all related communication activities in 2017: social media, sommelier training, point-of-sale promotions, press relations, and event communications. This media offensive was complemented by a social media strategy and in-store promotions at SAQ stores.