Plant Barns and Bunnings stores offered more than shrubs, potting mix and hardware when our samplers visited in February. Weekend shoppers were able to sample three varieties of chilled Early Harvest wine: Rosé, Sparkling and a Semillon Sauvignon Blanc blend. At some sites it was possible to secure a temporary liquor license so those who enjoyed their sample were able to buy a bottle (or three) on the spot!

This campaign ran for four weeks across numerous locations in garden centres in Auckland, Wellington and Christchurch. The choice of Plant Barns and Bunnings provided an ideal demographic, great cut-through and a nice surprise and delight element for consumers. A less rushed environment that some retail settings, these stores also provided a good opportunity for our samplers to interact with consumers and explain Early Harvest’s properties of reduced calories and a lower alcohol content.