KEN MICHALIK•DESIGN

A connoisseur’s collection is a grouping of extraordinary spirits and wines offered by Allied Domecq Spirits and Wine Company. The objectives of marketing the connoisseur’s collection included: creating awareness of the collection through advertising and direct mail, identifying and reaching recipients to respond to the mailing by phone or at retail, building long-term relationships with purchasers and gaining insightful marketing information on purchasers.