Each year when the weather starts to warm, people search for fun in the sun. So, when Barefoot Wines challenged us to create a deeper emotional connection with consumers and drive trial and awareness through experiential marketing, we thought, “what better way to reach them than at the beach, watching beach volleyball and drinking great wine — the perfect trifecta?”

Centra helped negotiate a multi-year sports sponsorship for Barefoot Wines with the Association of Volleyball Professionals (AVP) Tour and created a 360º on-site event experience. While enjoying professional competitive play, consumers sampled wines, engaged in carnival-style beach games and interacted with Barefoot Wine brand ambassadors. The program was supported at retail with thematic displays and consumers were driven to Barefootwine.com through the Soles of Summer sweepstakes for a chance to win trips to AVP Gods & Goddesses of the Beach in Las Vegas.

During the four-month tour, the program served up significant impressions, helped increase sales from the previous year and assisted in penetrating new retail accounts and securing displays in retailers. The sponsorship generated sales-force excitement, achieved sampling goals and put Centra’s best foot forward.