Shinsegae L&B's 'Robert Mondavi' Brand Campaign Success... Sales Increase by 231%

Strengthening Brand Management
Establishment of 'Brand Manager' Organization
Progress in Brand Management

Shinsegae L&B announced on the 26th that sales of related products increased by 231% compared to the same period last month as a result of conducting the 'Robert Mondavi' brand campaign for two weeks from the 5th to the 18th.

Shinsegae L&B established a new direction this year by strengthening brand management. To this end, they created a 'Brand Management' organization and also established a 'Brand Curation Team' within that organization to carry out professional brand management.

This Robert Mondavi brand campaign was conducted as part of Shinsegae L&B's efforts to strengthen brand management, aiming to develop Robert Mondavi as a flagship brand and reinforce its position in the domestic market. Shinsegae L&B plans to continue launching major brand campaigns and actively seek breakthroughs in the wine market, which has been stagnant since last year.

Shinsegae L&B planned online content to deliver the Robert Mondavi brand message interestingly, and the related content posted on Shinsegae L&B and Wine & More’s official Instagram accounts achieved a total of 338,000 views, marking a hit. American broadcaster Tyler Rasch visited Wine & More and released video content introducing Robert Mondavi wines, as well as content showcasing key series such as the winery’s iconic wine, Two Calon.

Additionally, offline events such as discounts and Riedel glass giveaways were held at Emart, Wine & More, Shinsegae Department Store, and Hyundai Department Store, enhancing in-store visibility to highlight the Robert Mondavi brand and attract customer interest.

A Shinsegae L&B official stated, “Through the campaign highlighting the story of Robert Mondavi, known as a pioneer of American wine, we aimed to imprint Robert Mondavi as the representative American wine brand in customers’ minds. As a result of the campaign, we recorded meaningful achievements both online and offline, and we will continue to strengthen brand management so that customers can experience the unique value of the brand.”

This content was produced with the assistance of AI translation services.