With the growing popularity of premium priced blended wines, the demand for Layer Cake to create its own unique merchandising piece was inevitable. With the pandemic, wine and spirits grew an astonishing 35% during that time with wine consumption leading the charge. Wine is the most difficult category to separate by brand, for most consumers shop by varietals. Layer Cake is quickly recognized as a premium affordable blended wine priced for everyday consumption. The target consumer is a dual income family where wine consumption is a part of their daily living and a “premium wine is $20-$25/bottle” is the sweet spot for everyday wine consumers, however, Layer Cake projects an image much greater than its price point.
Client: Layer Cake Brand: Deutsch Family Wine & Spirts Main Channel: Liquor & Grocery Year: 2021 Type: Temporary Main Materials: Urethan molded, Sintra plate, metal pole and base
We are fortunate to have a sculptor with 20 years’ experience, with Disney on our team. For the replication of the perfect Layer Cake, had to be duplicated so closely that the consumer thought the cake was real. The name Layer Cake derives from the multiple layers of balanced wines for this aromatic and flavorful red blend. The cake was designed to work as a display piece to get incremental sales of Layer Cake on the floor during a critical time of the year. With the additional bonus of the store owner/operator could continuously display the cake year-round. A Layer Cake for decades has been considered the quintessential dessert, for it has to be homemade, and delicious to the taste. Much like the care and craftmanship that goes into the perfectly blended red wine Layer Cake. This custom decorated resin cake sat atop a metal platform with metal poles making the cake the highlight and the wine displayed beneath it made the perfect pairing.
As mentioned earlier, the wine category to separate brands and create interest. The extreme growth of premium blended wines such as Josh, Apothic, Prisoner, etc makes this category and more importantly the brand identification critical to its success. This display needed a minimum 10 case sell in with a 10-20 case add on to be successful. All displays were executed with 100% placement, with stores ordering a 50 case sell in over time. Most importantly, the quality nature of this temporary display allowed the stores to keep to the display up longer and keep the cake as part of the store décor. This nonthematic eye-catching display has found a home in the Layer Cake merchandising catalog and is being reproduced regularly for nothing describes the brand better than a hand crafted deliciously tasteful Layer Cake.