Program Overview

With four complex wines all priced at $10 per bottle, Dark Horse set out to prove to consumers that delicious flavor didn’t always have to come at a price. We trained a highly organized demo team to sample the wine to consumers, while pointing out the rich story and flavor notes that make each wine great.


Largely unknown to consumers, Dark Horse knew that they had an uphill battle to introduce consumers to their four wines that packed an unexpected amount of complexity into a $10 bottle. Dark Horse challenged us to not only sample the wines, but to ensure that our demonstrators could speak as experts about each bottle, while highlighting multilayered tasting notes and the brand story.

Our Solution

We put a special focus on training our demonstrators not only to the unique requirements of sampling adult beverages, but also to the compelling story and tasting notes of each wine. To help turn customers into advocates of the brand, we also handed out tasting booklets and recipe cards that demonstrated the versatility of each bottle.


Our intensive training paid off with an astounding average of 16.1 featured bottles sold at each in-store event. Additionally, our demonstrators shared the story of Dark Horse with consumers an average of 65.8 times at each event while distributing 47 samples, which led to a 2.38 purchase to conversion rate.


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