Blue Chip and E. & J. Gallo Winery Reframe Apothic Wines for the Holidays

Apothic’s new digital and in-store programme hopes to inspire young millennial consumers to design their own unconventional holiday and New Year’s celebrations with Apothic. The 12 Nights of December campaign, a digital play on the holiday advent calendar, makes the store the gateway to a digital experience, offering consumers deals on products and accessories, recipes, and games that can spice up holiday gatherings. Consumers will be able to “Enter the APOTHICary” and create their own unique holiday experiences with the most unexpected wine, either in-store by scanning the QR codes on displays or digitally through banner ads, emails, and social posts.

Agency Blue Chip designed APOTHICary both to house the current campaign and provide a home base for future seasonal promotions.

“Apothic is cool for people who aren’t confined to conventional holiday tones or traditions,” said Darick Maasen, creative director at Blue Chip. “They make their own, so we’re establishing Apothic as a brand they can make their own with. Just as they’ll likely make repeat visits to retailers this season, we’re setting them up to make return visits to the APOTHICary.”

The 12 Nights deals run December 12th through Christmas Eve, will deliver an array of perks for the Apothic consumer; from a customized Spotify playlist, to new branded merch, special offers on the wines, recipes for the holiday season, plus a fun group party game, Would you Dare?.

"Our consumers are at the heart of everything we do at Apothic,” said Adrienne Daniels, Senior Director of Apothic Wines. “We are excited to bring this innovative program to them this holiday, to give them the edge they need to keep their holiday parties interesting,"