Photo credit: Crystal Swass
From dry and sparkling German Rieslings to crisp Bordeaux whites and versatile reds, Clink Different emphasized wines that fit naturally into everyday drinking moments. Through a combination of digital storytelling, paid media, and in-person experiences, the campaign reached consumers across California, Florida, and Texas—bringing these wines into restaurants, retail environments, festivals, and social feeds where discovery already happens. Here’s a brief look at the results.
Photo credit: Crystal Swass
Reaching Wine Drinkers Across Channels
Clink Different came to life through a mix of digital storytelling and in-person experiences designed to meet consumers where they already were.
The campaign website served as a central hub for discovery, featuring winemaker spotlights, regional deep dives, event listings, and the latest statistics. Interest grew steadily over the course of the campaign, with more than 230,000 visitors engaging with the site in year three alone, supported by organic social content and targeted advertising.
On social media, Clink Different maintained a clear and consistent message focused on approachability and exploration. Over three years, hundreds of posts generated millions of impressions, while continued follower growth reflected the success of the campaign’s paid social, display, and digital out-of-home advertising efforts.
Photo credit: World Red Eye
Influencers as Trusted Voices
Influencer partnerships played an important role in extending the campaign’s reach while keeping the message accessible. Over three years, Clink Different worked with 33 wine and lifestyle influencers—both through trips to the regions and in their own hometowns—to help translate the campaign’s themes through tastings, pairings, and everyday occasions.
By collaborating with a mix of returning and new partners, the campaign built credibility over time and reached new audiences. Influencer-led content generated nearly 12.4 million impressions and reinforced the idea that German and Bordeaux wines are well suited to casual, modern drinking occasions.
Photo credit: RF|Binder
Connecting at Restaurants, Festivals and Tastings
In-person experiences were a key part of the campaign’s impact. Restaurant Weeks across Florida, Texas, and California brought Clink Different directly to the table, with 219 participating restaurants and wine bars featuring 480 wines by the glass over three years.
These programs gave restaurants flexibility to select wines that paired naturally with their menus, while encouraging guests to try styles they might not typically order. For many consumers, these experiences introduced new favorites and challenged long-held assumptions.
Consumer festivals and retail tastings extended that engagement further. Clink Different poured wines at 15 major food and wine festivals, reaching more than 18,000 attendees and building familiarity through repeated exposure in key markets.
At national, regional and independent retailers, more than 3,000 in-store tastings introduced shoppers to German and Bordeaux wines at the point of purchase. These tastings generated over 90,000 consumer interactions and achieved an average conversion rate of 36 percent, underscoring the value of education and trial.
What the Campaign Demonstrated
Across channels and formats, Clink Different reinforced a few consistent takeaways:
- Wine drinkers are open to exploring when options feel approachable
- Education is most effective when it’s practical and inviting
- Germany and Bordeaux offer a wide range of styles that align with how people drink today
By focusing on discovery rather than tradition alone, Clink Different helped broaden perceptions and create space for new conversations around classic regions.
As the campaign takes a break and looks ahead to what may come next, the approach remains relevant. There is always more to explore, more to taste, and more ways to Clink Different.