The “Great Western Champagne Weather Offer” entitled participants to receive a check for $7.99, (the retail bottle cost in PA), if four or more inches of snow fell at the Penn State Weather Station on January 1. To be eligible, customers mailed in a label and proof of purchase from their champagne bottle. The wine company used SCA to cover the cost of customers' redemptions.

“This promotion was a great way to break through the clutter and differentiate ourselves from other brands,” said Kathryn Henderlong, Northeast Regional Promotions Manager for Canandaigua Wine. 

Ads touting the offer were placed in fall and holiday issues of trade magazines. Participating retailers received themed point-of-purchase displays, and the top 20 weather forecasters in the state were personally invited to participate in the event.

Even though Henderlong thought there was a pretty high chance of a major snowstorm on January first, she was at ease with SCA's protection. Alas, the date came and went without a flurry being reported at the weather station.

Plans are under consideration to duplicate the promotion in other states in 2005. “It was a great way to maintain brand awareness and build incremental sales around the holidays.”