PriceSmart Wine Roadshow

A national food and beverage distributor partnered with UCA Jamaica to introduce three new flavoured wine SKUs to the Jamaican retail market. UCA deployed two brand promoters, an 8-foot branded bar counter, and full product branding across PriceSmart Red Hills and PriceSmart Portmore over a seven-day period. The activation combined product sampling with direct sales, targeting both regular wine drinkers and first-time buyers during the pre-Christmas shopping season.

Demand across both locations exceeded the allocated sales inventory. Our ambassadors sold through the full sales stock at both PriceSmart Red Hills and PriceSmart Portmore. With the client's explicit approval, the team continued selling from the sample stock to meet customer demand, maximising the launch impact during the critical pre-Christmas window.

The activation generated strong consumer interest across both locations. Regular wine drinkers noted a sweeter taste profile than expected but responded positively overall. Non-wine drinkers highlighted the range as an accessible entry point into the category. Multiple customers purchased bottles as Christmas gifts, validating the seasonal launch timing. The premium gift bag offered with purchase was a notable driver of purchase decisions.

• Mango and Peach was the top flavour overall with 280 bottles sold. Allocate more stock of the lead SKU in future launches.
• Red Hills outperformed Portmore by 76 bottles. Weight stock allocation accordingly for the higher-traffic location.
• Pre-fill sample cups before the activation opens to eliminate service gaps during peak foot traffic periods.
• Christmas timing significantly boosted purchase intent. Gift-season launches drive strong premium product conversions.