,
In 2021, Viña Santa Carolina needed to grow its consumer base in Denmark through greater category awareness and the introduction of more products into the distribution channel. To achieve this, it needed a better understanding of the target consumer and to turn that learning into a point-of-sale activation plan.
Maggiore conducted a market study combining digital signals and category data: what consumers search for on Google, who they are (audiences), what they say in forums/social media, and how they buy (Wine Intelligence). With this evidence, it built segmentation, defined “where to play” and “how to win,” and designed positioning and value propositions for each portfolio tier.
The plan enabled Santa Carolina to list new products aligned with unmet consumer needs in Denmark. This was especially significant because the distributor Rema 1000 operates on a curated-assortment value proposition, offering around 1,000 SKUs in mass consumption categories so as not to overwhelm shoppers. Achieving new listings in that context validated the proposal and the portfolio fit.
—
