Wine & Spirit Education Trust.

Changing wine bluffs to wine buffs

Objective: Engage an audience not typically interested in wine.

Although highly respected in the wine world, the Wine & Spirit Education Trust (WSET) meant little to consumers, who rarely engaged in their courses.

Insight:

60% of UK adults drink wine, yet most lack confidence discussing and buying it.

Stirring emotion:

Enhance consumers’ love of wine by making the industry appear more accessible and relatable to encourage uptake in courses.

Solution:

Consumer research revealed how Brits were bluffing their way down the wine aisle, highlighting the need for more education around the subject. Results announced national, regional and online press, alongside radio day with wine writer Susy Atkins.

Output

7

Pieces of national coverage, along with an additional 24 regional and broadcast.

Outtake

2

Requests for detail on research by ASDA and publishing company.

Outcome

12%

Uplift in consumers partaking in WSET wine courses.