Research showed that DB Export Dry’s target market of young males didn’t like wine, but they drank it to fit in. So we decided to save them from Sauvignon and get them a beer. For the first time ever, DB Breweries made a wine. It looked like any other bottle on the shelf but on closer inspection it was actually an ad for Export Dry in disguise. The back label coached men on how to get out of buying wine, and into buying Export Dry. When the wine bottle was scanned at the counter, guys received $5 off a box of Export Dry and the wine bottle was returned to the display.
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