Madria Sangria, an E&J Gallo Wines brand, has been hitting non-traditional venues to showcase its fruit flavors with its Fruit Stand sampling experience. The brand hit the Houston Tamale Festival, Oktoberfest and Step Up Women’s Network Members Celebration in Los Angeles, the San Francisco Ski and Wine Expo, Taste of Orlando in Florida and The Wedding Salon Bridal Expo in New York City. The stand was a basic sampling program, but Madria says it finds that its fruit flavors draw in people (mostly women) who are looking for a more refreshing beverage at the events.
“Because the product is so refreshing and has a great fizz, it’s been a big hit at the beer festivals and wedding shows,” Tonya Noble, assistant marketing manager for Madria Sangria at E&J Gallo, told Buzz. “We feel like our product is not typical and not what you see from wines and so we activate in places where we can surprise and delight consumers.” Agency: Rebel Industries, Los Angeles.