This is music to our ears – and not just because we’re talking about music festivals.
As reported by ADWEEK, Coppola Winery – in partnership with TuneIn Internet radio – is sponsoring three music festivals: the Newport Jazz Festival, the Newport Folk Festival, and Outside Lands. The winery will be educating festival attendees (comprised largely of younger consumers) on their canned wine product offerings – specifically their Diamond Collection, which includes chardonnays, pinot grigios, pinot noirs, and sauvignon blancs.
Coppola will be augmenting their on-the-ground presence by utilizing TuneIn’s listener base (which is 25 million strong) in an effort to reach fans that can’t make it to the festivals. We are ardent believers in finding ways for brands to expand their presence past the physical confines of an event space, and this is a masterful way to do so. And the winery isn’t simply going to air traditional ads on the Internet radio platform – they’ll be launching a music-themed podcast series called Sense of Adventure, which will cater to the same demo that will be at the aforementioned festivals.
The popularity of canned wines and cocktails continues to grow (especially with Millennials and Generation Z), and Coppola Winery is making the right move by implementing a multi-pronged, meaningful marketing campaign with the goal of making sure that younger consumers are aware of (and excited about) their offerings.