What a way to launch a wine: People bathed in a swimming pool full of Beaujolais Nouveau to celebrate the release of this year's vintage.
The term 'pool bar' took on a whole new meaning as guests sat and sipped on glasses of red wine, while simultaneously soaking and swimming in gallons of the stuff.
The stunt took place at Hakone Yunessun spa near Tokyo and it is hoped that this extreme publicity stunt will boost flagging sales.
Key Themes Behind This Trend
- Wine Tourism
- Offering wine-tasting activities and wine-based experiences for tourists could engage more customers and increase sales.
- Experiential Marketing
- Creating unconventional events, unique experiences or visually-appealing marketing campaigns can create buzz around the product and strengthen brand visibility.
- Wine-based Products
- Expanding the range of wine-based products and packaging formats to appeal to younger drinkers and harness the trend towards healthier lifestyles and natural ingredients.
Where This Applies
- Hospitality
- Hotels and resorts can attract more visitors and create memorable experiences by offering wine-tasting activities, wine-themed rooms and facilities or wine tours.
- Luxury Goods
- Luxury fashion, jewelry, and accessory brands can create limited-edition collections inspired by the wine industry or use wine-based ingredients in their products to tap into the premium and natural trends.
- Food and Beverage
- Restaurants and cafes can incorporate wine pairings, wine-infused dishes or desserts on their menus to enhance customer experience and diversify their offerings.
