#360communication: a Wine Truck tour for Wines of Alsace


The “Avenue d’Alsace” wine truck roamed the roads of Quebec and Ontario last summer, giving newcomers and enthusiasts alike an up-close look at the world of Alsace wines as well as the opportunity to taste them at festivals and other summertime events. This innovative medium helped boost awareness of Alsace designations among both wine industry professionals and the general public.



  • 23.1% increase in sales of Alsace wines during the activation period, from May to October
  • The summer tour of festivals and SAQ stores reached over 250,000 consumers
  • 556 bottles of Alsace wines served
  • 3,352 kilometres driven by the wine truck
  • 654,976 web impressions between June and September
  • Over 30 sommeliers trained in Quebec and Ontario
  • Over 50 activation drives at SAQ stores
  • On hand at 8 events (Summer of Chefs, Lobster Clam Jam and others)