Raising your Bar – On-Trade Website for CyT UK

• Project:
  Raising your Bar campaign
• Client:
  Concha y Toro UK
• Brief:
  Develop an appealing website for bar, pub and restaurant owners (on-trade). The aim being to raise awareness about how to recommend and sell wines to customers, whilst fostering loyalty towards Concha y Toro's excellent range of wines.

It’s no secret that the wine buying experience within your average pub or bar can often leave a lot to be desired. Bar staff are often unsure what to recommend and the choice often comes down to ‘Sweet or Dry’, ‘Red or White’. But how do you begin to overcome these challenges?

Educate, inform and incentivise online.
We focussed upon creating a genuinely useful range of resources which on-trade owners could use to educate their staff, develop selling techniques, pick-up useful tips on upselling and learn wine basics. The core of the website is based around a range of videos which avoid using technical ‘wine jargon’ and provide simple food and wine pairing tips. This then leads to a fun ‘quiz’ to help the staff measure their progress.

Around the educational resources on the website we built sections informing visitors about Concha y Toro’s Point of Sale range – allowing them to order stock. Whilst crucially encouraging them to sign up for a loyalty scheme which provides useful rewards. Supporting the website promotion we’ve also designed adverts for trade publications and promotional printed items.

View the website : Raising your Bar