Occasion Programming
Wine Endcap Program

Occasion Programming.

Six shopper missions. Three high-traffic anchor points. One repeatable system for growing the wine category — built for the way Albertsons TX shoppers already move through the store.

The Idea

Stop selling a brand wall. Start choreographing the store.

The Wine Group isn't asking Albertsons to display a collection of brands. We're offering a category solution — built around how shoppers actually plan and shop.

Every 60 days we route existing high-traffic moments — the produce lap, the deli decision, the meat trip — back to a wine endcap that's already speaking their occasion. It's not a display. It's occasion programming.

Produce High foot traffic Deli Meal decision Meat Trade-up moment
Wine Endcap ← QR Route
01

Anchor to traffic that already exists

Place wine endcaps where shoppers already pause: the produce lap, the deli/butcher decision, the floral trip. No new footsteps required.

02

Route with a QR code

Every endcap carries a scan that hands the shopper the recipe, the pairing, the price, and a routed path back to the Beer, Wine & Spirits section.

03

Convert with an occasion, not a brand

Good / Better / Best on every fixture. The shopper picks the mission — dinner, grill, game day — and the display picks the wine.

Occasion Programming · Interactive Store Map

Follow the shopper. Every path routes back to wine.

Three anchors — Produce, Meat, and BWS — form the triangle that routes the shopper back to wine.

Albertsons TX reference store — 3D isometric layout Dairy Deli · Prepared Butcher Block · Meat Produce · Fresh Bakery ❄ ❄ ❄ Dairy · Frozen Seasonal Beer · Wine · Spirits Center Store Aisles Floral Prepared & Bakery Cross-Merch ℞ Pharmacy Front-End Registers Entrance · Exit 1 2 3 4 5 6 7 8 1 2 3 1 4 5 6 7
STEP 3 · INSIDE AISLE Beer, Wine & Spirits
Beer · Wine · Spirits 1 Craft Beer 2 Red Wine 3 White Wine 4 Spirits
Occasion Programming · Triangulation Entrance → Produce endcap → Meat endcap → Beer, Wine & Spirits. Two endcaps hijack the traffic the store already generates and route it back to wine.
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Entrance / Exit
Parking lot side
User flow 1Overview Map → 2Click to Zoom → 3Inside Aisle → 4Points of Interest → 5Product Details
P1 · Dinner In, Done Right · Jan–Feb

One period, start to finish.

How the shopper moves through the triangle — and what happens when the calendar turns.

1
Produce Endcap
First touchpoint · Dinner planning mode
A wine adjacency alongside pasta, fresh herbs, and meal kits surfaces the occasion before the shopper has committed to anything.
Chloe Sauv Blanc Chloe Pinot Grigio
→
2
Butcher Block Endcap
Second touchpoint · Protein decision made
Steak or chicken in hand. A red wine adjacency at the meat counter converts the grocery run into a full dinner occasion.
Meiomi Pinot Noir RMPS Cab
→
3
BWS Endcap
Destination · Fully primed to buy
Served the occasion twice. The P1 endcap — Pizza & Pasta · Chicken & Takeout · Steak & Date Night — closes the loop with clear decision architecture.
When P1 Ends
BWS Endcap
↓
Chloe Sauv Blanc → Produce
Permanent weeknight wine adjacency alongside pasta & meal kits — the dinner story lives year-round
Meiomi Pinot Noir → Butcher Block
Steak & red wine becomes a permanent shelf story at the meat counter, not a seasonal one
RMPS Cab → Butcher Block
Backs up Meiomi — two SKUs, one message, the protein pairing story never goes dark
6 Periods · 6 Shopper Missions

A full year of programming, locked before September AOP.

Six 60-day platforms designed around the occasions Albertsons TX shoppers already plan around — dinner, spring, grill, cold, game day, holiday. Each one is a category solution, not a brand story.

P1
Jan · Feb
Dinner In, Done Right
Everyday · Date Night · Value Reset
P2
Mar · Apr
Spring Table, Perfect Pairings
Brunch · Easter · Patio
P3
May · Jun
Wine for the Grill
BBQ · Graduation · Father's Day
P4
Jul · Aug
Chillable Wine HQ
Cold Wine · Pool · Patio
P5
Sep · Oct
Wine Wins Game Day
Football · Fall Meals · Halloween
P6
Nov · Dec
Host. Toast. Gift.
Thanksgiving · Gifting · New Year's
Period 1 · Jan – Feb

Dinner In, Done Right

Preview the interactive experience →
Shopper Insight
After the holidays, shoppers spend carefully — but they will trade up for an easy dinner, a Valentine's date night, or a small gathering at home. Value and occasion coexist.
Endcap Concept
Divide the fixture into three shopper decisions: Pizza & Pasta / Chicken & Takeout / Steak & Date Night. Each zone carries a simple pairing icon and one price step.
Buyer Sell-In
This platform keeps wine relevant during a value-sensitive period by linking it to meals Albertsons already sells. It spans value through premium and pivots from everyday dinner to Valentine's without a full reset.
Cross-Merch
Frozen pizza, fresh pasta, rotisserie chicken, meal kits, steak, charcuterie, premium chocolate, floral
Primary KPI
Incremental wine units plus frozen/fresh meal attachment vs. control stores
Best
Meiomi Pinot Noir · Sauv Blanc
Better+
Chloe Sauv Blanc
Better
Chloe Pinot Grigio
Good
Cupcake Chard / P. Grigio / Prosecco · RMPS Cab
Celebration
Cook's Brut · Extra Dry
Dinner In, Done Right endcap
P1 · Endcap QR → Meal pairing
Period 2 · Mar – Apr

Spring Table, Perfect Pairings

Shopper Insight
Warmer weather shifts shoppers toward crisp whites, rosé, brunch, seafood, and casual patio occasions. They need navigation — not another wall of pink labels.
Endcap Concept
A bright spring table organized by Brunch / Seafood / Patio. Food photography, fresh color, and minimal decorative pieces to protect store execution. Good / Better / Best flows vertically within each occasion zone.
Buyer Sell-In
Connects wine to Albertsons floral, bakery, seafood, and produce while establishing seasonal whites and rosé before competitors. Retail benefit: seasonal category reset, premium white/rosé mix, high-margin department attachment.
Cross-Merch
Floral, bakery, seafood counter, produce, brunch items, charcuterie, sparkling water, premium chocolate
Primary KPI
Incremental wine units plus floral, seafood & bakery department attachment vs. control stores
Best
Meiomi Pinot Noir or Sauv Blanc
Better+
Headsnapper Whites
Better
Chloe P. Grigio / Sauv Blanc
Good
Cupcake Chard / P. Grigio / Prosecco · RMPS Cab
Celebration
Cook's Brut · Extra Dry
Spring Table, Perfect Pairings endcap
P2 · Endcap QR → Brunch menu
Period 3 · May – Jun

Wine for the Grill

Shopper Insight
Beer usually owns grilling displays because wine makes the choice feel complicated. This endcap removes that barrier — giving Albertsons a credible reason to attach wine to high-value meat trips, graduation, and Father's Day.
Endcap Concept
Choose Your Grill / Choose Your Wine. Four large protein icons reduce the decision to seconds: steak, burgers, chicken, vegetables. The shopper picks the protein; the display picks the wine.
Buyer Sell-In
Connects wine to Albertsons meat, produce, and seasonal grilling while establishing reds and bold whites as a credible grill-side choice. Retail benefit: larger baskets through wine-plus-meat attachment, red-wine velocity, and multi-bottle purchase prompts at graduation and Father's Day.
Cross-Merch
Charcoal / propane, grilling tools, steak / burgers / chicken / produce, condiments, buns, premium marinades
Primary KPI
Incremental wine units plus meat & grilling department attachment vs. control stores
Best
Meiomi Pinot Noir, Sauv Blanc & Bright
Better+
Headsnapper Whites
Better
Chloe P. Grigio / Sauv Blanc
Good
Cupcake Chard / P. Grigio / Prosecco · RMPS Cab
Celebration
Cook's Brut · Extra Dry
Wine for the Grill endcap
P3 · Endcap QR → Grill pairings
Period 4 · Jul – Aug

Chillable Wine HQ

Shopper Insight
Texas heat changes the purchase equation. Shoppers want wine that is cold, easy, refreshing, and ready — for the pool, the patio, or a Tuesday night.
Endcap Concept
Cold Now / Chill Later. An ambient endcap directs shoppers to cold availability, organized by four refreshment styles: Crisp / Rosé / Bubbly / Crowd Size. Shoppers navigate by drinking experience — not producer — for faster conversion.
Buyer Sell-In
Captures July 4, pool and lake weekends, vacations, patio evenings, and back-to-school gatherings in one disciplined fixture — solving the summer wine barrier by showing shoppers exactly what's refreshing and where to find it cold.
Cross-Merch
Ice, coolers, sunscreen, snacks, charcuterie, sparkling water
Primary KPI
Chilled units per store per week and display-to-cold-box conversion vs. control stores
Best
Meiomi Pinot Noir or Sauv Blanc
Better+
Headsnapper Whites
Better
Chloe P. Grigio / Sauv Blanc
Good
Cupcake Chard / P. Grigio / Prosecco · RMPS Cab
Celebration
Cook's Brut · Extra Dry
Chillable Wine HQ endcap
P4 · Endcap QR → Cold-box aisle map
Period 5 · Sep – Oct

Wine Wins Game Day

Shopper Insight
Football is a weekly traffic engine for two full months — but most displays leave wine out entirely. This platform gives Albertsons incremental wine sales without competing head-on with beer, by attaching to prepared foods shoppers already buy every weekend.
Endcap Concept
A four-food playbook: Wings / Pizza / Chili / BBQ — using generic field cues and no unlicensed team IP, with a rotating weekly side sign on the same fixture for minimal labor and maximum relevance.
Buyer Sell-In
Shoppers select their game-day food and guest count to receive a wine mix and quantity recommendation — removing the last reason a wine-curious football shopper hesitates. This creates an incremental game-day wine occasion instead of competing for the same beer shopper, recruiting hosts, food-focused shoppers, and mixed groups who don't all want beer.
Cross-Merch
Chips, dips, frozen appetizers, deli platters, pizza, wings, chili fixings
Primary KPI
Weekend wine lift plus wine-plus-deli / frozen attachment vs. control stores
Best
Meiomi Pinot Noir or Sauv Blanc
Better+
Chloe Sauv Blanc
Better
Chloe Pinot Grigio
Good
Cupcake Prosecco / Chard / P. Grigio · RMPS Cab
Celebration
Cook's Brut · Extra Dry
Wine Wins Game Day endcap
P5 · Endcap QR → Guest count → wine mix
Period 6 · Nov – Dec

Host. Toast. Gift.

Shopper Insight
Holiday is the largest wine value pool of the year. Shoppers need confidence on what to serve, how much to buy, and what bottle feels gift-worthy — clear guidance unlocks multiple bottles and premium trade-up at scale.
Endcap Concept
A three-step shopper journey — Host / Toast / Gift — guides shoppers from meal-pairing wines to celebratory toasting bottles to gift-ready premium picks, all within one disciplined fixture.
Buyer Sell-In
The five-brand portfolio helps Albertsons cover volume, premium, gifting, and meal pairing in one disciplined fixture — raising units per transaction and margin dollars without forcing shoppers through a brand wall.
Cross-Merch
Holiday entertaining sets, cheese & charcuterie, gift bags / bows, specialty chocolate, floral
Primary KPI
Units per transaction, premium mix, gift attachment, and incremental margin dollars vs. control stores
Best
Meiomi Pinot Noir, Bright Pinot Noir
Better+
Head Snapper Prosecco
Better
Chloe P. Grigio, Prosecco, Sauv Blanc
Good
Cupcake Prosecco, Chard
Celebration
Cook's Brut · Extra Dry
Host. Toast. Gift. endcap
P6 · Endcap QR → Gift finder
Portfolio Role Map

Five brand roles. Every occasion covered.

A tight, disciplined portfolio — one distinct job per brand — that lets Albertsons cover Celebration through Premium across all six periods without competing SKUs on the same fixture.

Brand · Role P1Dinner P2Spring P3Grill P4Chillable P5Game Day P6Host · Gift
Cook's
Celebration · Value Anchor
Drives sparkling volume, group gatherings, and accessible toasts at the entry price point.
✓
✓
✓
✓
Cupcake Vineyards
Accessible Discovery
Broad varietal choice and recognizable occasion appeal for the everyday wine shopper.
✓
✓
✓
Chloe Wine Collection
Modern Elegance
Polished, approachable trade-up for hosting, meals, and gifting occasions.
✓
✓
✓
Robert Mondavi Private Selection
California Food Authority
Credible California story for grilling, dinner pairing, and the Better tier.
✓
✓
✓
Meiomi
Premium+ Anchor
Leads premium trade-up, gifting, and high-value occasions at the Best tier.
✓
✓
✓
Planogram Overlay Builder

Best on top. Celebration on the bottom. Every fixture, every period.

The same Good / Better / Best ladder repeats across all six platforms — so store execution stays tight and shoppers can find their entry point in seconds.

P1 · Dinner In, Done Right
Jan – Feb
Measurement Scorecard

Every period ends with a post-event scorecard. Within 21 days.

Eight questions Albertsons Texas will get answered — actionable learning to scale what works, cut what doesn't, and rebuild the next platform smarter.

01
Did it sell more wine?
Incremental dollars and units vs. matched control stores
02
Did it use space productively?
Margin dollars and units per display foot
03
Did shoppers buy more?
Wine units per transaction and multi-bottle rate
04
Did shoppers trade up?
Premium mix and average selling price
05
Did it grow the basket?
Attachment rate to featured food departments
06
Did stores execute it?
Display compliance rate and in-stock performance
07
Did digital help?
QR collection views, adds to cart, and offer redemption
08
Did it create true growth?
Halo impact minus cannibalization from the home shelf
The Partnership Ask

One structured, measurable test — three periods in 2027.

A repeatable wine activation system for Albertsons Texas, with the flexibility to build it as a full 12-month program if Patrick chooses to lock the calendar before September AOP.

What we're asking for

  • One full wine endcap for 3 periods in 2027
  • Thematic, occasion-based solutions
  • Food-department adjacency or coordinated signage where practical
  • Program partner or sweeps program tied into the thematic where applicable
  • A digital collection and loyalty offer aligned to each platform
  • A post-event scorecard within 21 days

What TWG brings

  • Five complementary brand roles covering every price tier
  • Scalable creative and authorized item recommendations
  • Approved store lists for each platform window
  • Digital support and store execution tools
  • Measurable learning after every period

What Albertsons gains

  • Productive secondary space with clear ROI
  • Clearer shopper navigation and larger baskets
  • A repeatable wine activation system for the full year
  • Multi-department attachment (produce, meat, deli, floral, bakery)
  • First-mover position on a full 2027 calendar lock
Every endcap trains shoppers to go to the endcap — faster, more custom, more productive trips.
Occasion programming opens the door to temporary display locations across the whole store, not just wine.

Let's make the wine endcap the easiest shopping decision in the store.

The Wine Group · Albertsons Texas · 2027 Activation Calendar