CASE STUDY

How Nocking Point Wines turns sales into impact

This wine club brand partnered with Canal to take an offline channel online, reaching more consumers by tapping into the power of celebrity and cause.

$120K

Raised for non-profit partner Field Team 6 in 7 days

Total orders of Codify Roe-sé sold by Brian Tyler Cohen

75%

Of orders originated from Brian Tyler Cohen’s Youtube video

Working with the Canal team was instrumental; more than just this launch, they helped me understand the power of our store’s backend in a new way. Now we’re thinking, ‘How can we get Nocking Point on every celebrity’s website?’

Zac Albright

VP of Branded Content at Nocking Point Wines

Summary

Using Canal, this popular wine brand scaled its successful wine-with-an-impact concept by partnering with Brian Tyler Cohen to sell custom Codify Roe-sé.

Goals

Take celebrity collaborations to the next level by selling directly on their sites.
Create a digital shopping experience without R&D and inventory.

Building on a profitable business model

Since 2013, Nocking Point Wines created thousands of fans by combining two beloved things: great wine and meaningful causes. Working with celebrities, Nocking Point partners on everything from choosing the wine, to label design, to production and selling directly on their website. By collaborating with the likes of Ashton Kutcher & Mila Kunis, Gray Malin, and Nicole Scherzinger, Nocking Point Wines has donated more than $2M to social impact organizations.

After selling wine on their own wite and through local events, Nocking Point realized they could scale their impact by selling directly on celebrity partner sites.

After being featured as a product on another brand’s Canal-powered pop-up, Nocking Point begain thinking about other creative ways they could use the platform to scale reach, says Zac Albright, VP of Branded Content at Nocking Point.

A great cause meets creative promotion

For their latest collab, their team worked with Brian Tyler Cohen, a political commentator, to sell a bottle of rosé where all profits were donated to Field Team 6, an oganization driving voter registration in battleground states.

Albright and Cohen partnered to create a new shoppable landing page with a Canal-enabled buy button.

Cohen launched a Youtube video to his 1.7M followers, garnering 433K plays. In the video, he linked to the landing page making the product directly shoppable from Youtube, and promoted it on Twitter.

Move with speed to capture the moment

Over the course of a week, Cohen sold almost 3,000 bottles of Nocking Point wine, generating $120K in sales for voter registration. “Selling this collaboration on Canal outdid my expectations by 10x,” says Albright.

“Working with the Canal team was instrumental; more than just this launch, they helped me understand the power of our store’s backend in a new way,” he shares. “Now we’re thinking, ‘How can we get Nocking Point on every celebrity’s website?’”

Up next for Nocking Point? A multi-pack Impact Wine Giftpack, powered by Canal.

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