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Treasury Wine Estates | Case Study | ON24

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Powered by ON24, Treasury Wine Estates expands distributor reach by 600% to increase partner mindshare

  • 600%

    expanded distributor reach by 600%

  • $100k+

    Saved $100k+ while scaling digital engagement program

Capabilities

Industry

Use Cases

Number of Employees

  • 1,001-2,500

Introduction

Treasury Wine Estates is one of the world’s largest wine companies. Through world-class winemaking and brand marketing, its business is focused on meeting evolving consumer interests across the globe, and on delivering sustainable growth.

The team at Treasury Wine Estates uses engaging digital experiences to bring their brand to life while educating and enabling trade and distributor partners on upcoming vintages, vineyards and wineries across the globe.

Problem

To educate and enable trade partners and distributors as part of their three-tier system of distribution, the Treasury Wine Estate team had been hosting in-person, roadshow-style events at wineries and vineyards around the world.

However, according to Lisa Brown, Sr. Director, Trade Education & Events, these events were costing the team “a lot of time, energy and investment,” without the ability to engage audiences and generate the data they needed to prove the value of each event.

As they planned for their upcoming wine releases, Brown and her team knew they could do more to scale the reach and impact of their distributors and more effectively get their wines into the glasses of U.S. retailers and consumers, by pivoting these events into a full fledged digital engagement strategy.

The ideal digital engagement platform would:

  • Be easy for the team to adopt and effortless for distributors to engage with
  • Bring their brand and upcoming releases to virtual life
  • Capture engagement data to identify and support top-performing partners

Solution

“ON24 felt like a good fit for us,” said Brown. “Between the customer service and platform itself, it integrated perfectly with our team needs and overall business goals,” said Brown.

Treasury Wine Estates chose ON24 to scale their distributor reach, innovate as a best-in-class digital-first program, and ultimately drive revenue, fueling their most profitable wine launch ever.

Their team was able to move away from costly onsite meetings and events and bring trade partners and distributors together through digital brand launches, distributor kickoffs, and sales and marketing enablement meetings. These interactive experiences helped the team more effectively align behind their GTM strategies and get details on upcoming releases.

Most notably, Treasury Wines was able to hold a large- scale launch of two major new labels including 19 Crimes California Gold (you may recognize this as Snoop Dogg’s Wine) and 19 Crimes Martha’s Chardonnay (by Martha Stewart). Through a single multitouch experience, the team was able to reach thousands of distributors and partners around the world, while saving the company a significant amount of time and resources.

Attendees had the ability to use digital QR codes to “buy wines right off the shelf” from within the live and on-demand event experiences. “Even if you couldn’t attend an event at one of our Napa venues, the platform made it possible for us to bring Napa to you,” said Brown. This led to it being their highest selling ever launch and integrated as a part of all future events.

According to Brown, this shift to a digital-first enablement strategy has helped the company expand their reach and more effectively engage distributors and partners around the world. The digital engagement program and its ability to empower Treasury Wine Estates to do more with less led to one of the most profitable wine launch in the brand’s history, the high profile Martha’s Chardonnay.

ON24 analytics reports enabled the team to measure the impact of every event, identify highly-engaged partners and prove the value of their enablement efforts. “We were never able to collect these kinds of insights at our in-person events,” said Brown.

“We’ve seen the benefits of a digital-first enablement strategy and are excited to explore new ways of engaging our partner network in a virtual and hybrid-event setting.”

Lisa Brown, Sr. Director Trade Education & Events

Results

With ON24, Treasury Wine Estates expanded its partner reach by 600%, going from 500 event attendees to over 3,000, saving thousands on in-person event expenses. The company launched its two biggest brands using the platform and continues to see demand for these digital- first experiences.

“We’ve seen the benefits of a digital-first enablement strategy and are excited to explore new ways of engaging our partner network in a virtual and hybrid-event setting.”

“Between the customer service and platform itself, it integrated perfectly with our team needs and overall business goals.”

Lisa Brown, Sr. Director Trade Education & Events

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