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Swanky card packs nearly triple wine merchant's gift sales

Sherry-Lehmann, a New York wine merchant, faced this marketing challenge: Develop a new service to increase sales, and make the tone seamlessly complement the chic of its Manhattan store.
FILED IN:  Applications  > Beverage  > Wine

“We had made the decision to offer gift cards to help increase business and give more flexibility to gift buyers” explains Michael Aaron Sherry-Lehmann chairman. But the merchant needed the right design to appeal to its high-end wine customers.

The answer came in colorful “DigiSmart” gift cards from AGI Media Packaging a division of MeadWestvaco’s Consumer Packaging Group. “The gift cards have been successful beyond our wildest dreams nearly tripling our sale of gift purchases” Aaron says.

Each gift card comes in a folded four-panel paperboard package bearing custom graphics. A square die-cut in the front panel offers a framed view of the gift card which rests inside a PVC tray in the third panel.

The graphic design is based on paintings of 19th Century bohemian artist Henri de Toulouse-Lautrec. The design “echoes the spirit and emotion evoked by Lautrec of the Belle époque or the ‘beautiful era’ in Paris—familiar classy and perfect for the clientele of Sherry-Lehmann” explains Richard Roth AGI Media Packaging vice president of sales and marketing.

The gift cards display the same design approach used on the packaging. Wine enthusiasts and high-end gift buyers at the store prefer them to traditional paper gift certificates Aaron says. Gift card denominations range from $50 to $1 but the store has also sold a custom-designed gift card with a value of $15 he adds.

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