Supergros
SuperGros is Denmark's largest wholesaler in the Danish grocery retail market and the main supplier to 21 chain stores throughout the country. Wines are produced in and imported from all over the world, and 20 quality, value for money wines have been assembled under the brand banner 'Velvalgte Vine'.
In 2001/2002, in close partnership with Supergros,Kühl+co developed the company’s ‘Velvalgte Vine’ (‘Well-chosen Wines’) brand concept, and produced point-of-sale material for 680 cliet outlets in Denmark and Greenland. Kühl+co will also be responsible for future brand development based on sales figures and market response.
Kristian Andreasen, Wines & Spirits Divisional Manager, SuperGros a/s: "The visual concept devised by Kühl+co for the wine brand 'Velvalgte Vine' has generated fantastic interest in our stores. The attractive marketing, which covers everything from brand logo and shopper catalogue to wine displays and signage, has made Velvalgte Vine a popular choice with consumers shopping for wine."
The solution
The challenge for Kühl+co was to create a common identity for 20 wines from different parts of the world. All the wines are quality products and reasonably priced. The project was to be extended to a complete concept for store sales, including shopfitting and consumer marketing materials. Kühl+co invented the name Velvalgte Vine (Choice Wines), a logo, and an associated text and graphic universe. Short stories were written to give each wine its own profile and create an individual experience, and communicated to consumers via a catalogue, bottle hangers, advertising and store signage. Displays, illuminated signs and gift boxes are also included in the concept.
The establishment of Velvalgte Vine has generated considerable focus on SuperGros’ wines and encouraged stores to make more of their wine sections, with significantly increased sales as a result.