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Grant Burge Wines cellar door goes on tour
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Grant Burge is packing up, filling his truck and hitting the road for his 2008 national tour of Adelaide, Melbourne, Canberra, Sydney and Brisbane.
The difference this year is that Grant will be taking a symbolic piece of the Barossa with him on the inaugural and exclusive In-Store Cellar Door Tour.
A 10 square metre replica of the Grant Burge Cellar Door, complete with polished jarrah shelves, oak tasting bar and Barossa images, will be moving into selected First Choice stores for three week periods across the country from this September onwards.
According to Grant Burge Wines Marketing Manager, Olivia Barrie, the idea was a direct response to a call for winery innovation from the retail sector.
“We attended a seminar put on by Coles in mid 2007 and the speakers were demanding that Australian wineries come to them with real innovation, ideas and concepts that will challenge and involve consumers,” explained Olivia.
“We realised that there is a large consumer audience out there that may not ever get the chance to visit the Barossa. So we decided to take the Barossa to them!”
The In-Store Cellar Door has been purpose built to sit within the premium floor space of First Choice retail stores, and will engage customers with the feeling and sensory appeal of Burge’s home in the Barossa.
“Grant will man the stand in each state for a few days and we will send our other winemakers along to engage with customers on other days,” Olivia explains. “We really want customers to meet Grant but also the people behind him who make the wine and market it.”
General Manager for Grocery and General Merchandise for Supermarkets at Coles, Sioned Rees-Thomas, is looking forward to kicking off the tour as much as the Burge team.
“It’s truly exciting,” she said. “We don’t just run programs like this on a whim.
“We wanted a good strong iconic Australian brand and a company that was willing to stick their neck out to connect with our customers.
“The In-Store Cellar Door is a great idea which will add another dimension to the retail experience.”
The first instalment is currently at First Choice Liquor at 245 Unley Road, Unley, SA until 28th September. First Choice Liquor Mornington, at 117 Main Street, Mornington, will follow from the 6th to 26th October.