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Empire Wine, an Albany, NY liquor store, accelerated sales using Times Union’s powerful print portfolio. We’ll explore how Empire Wine’s ads helped accomplish this feat through diverse promotions and messaging in the following case study.

Business Challenge

For more than a decade, Empire Wines built their business on the foundation of offering the best possible prices for the widest selection of quality wines. In order for owner Brad Junco’s model to work, he had to guarantee high volume sales that would help secure favorable pricing from his distributors. Therefore, he needed a cost-effective way to accelerate in-store and online purchases. He knew any solution would need to complement his wide inventory and provide flexibility for fast-changing promotions. For sustained success, Brad needed to attract consumers outside of his footprint to become a regional destination.

Campaign Strategy

Times Union helped Empire Wine engage over 225k daily readers with its prominent print wrap solution. Running each week, these print ads covered the local Capital Region section, delivering EW’s message to a sophisticated audience with high incomes and home values. This ad format was ideally suited to achieve the speed and space needed to inform consumers about EW’s ever-changing inventory, promotions, and events. Ads also featured creative themes including Girl Scout cookie pairings, lifestyle activities like camping or golf, and seasonal highlights from Mother’s Day to Memorial Day.

Campaign Elements

Print Advertising

Empire Wine has a persistent, high-visibility presence with ad copy wrapping the entire Times Union Capital Region section. As a longstanding advertiser of this popular TU section, EW is constantly updating its ads with a range of content, including pricing, rebates, pairings, tastings, events, recipes, seasonal promotions, as well as messaging that pushes engagement online for ordering and other activity. Each ad has prominently placed calls to action that drive customers in-store, online, and through social media.


“I know my advertising with Times Union works because I physically see our shoppers walk the store with ads requesting our featured products. The reach throughout the region, responsiveness to changing promotions, and ability to highlight the quantity of products makes my campaign ideal for the volume that I’m working to move.”

Brad Junco | Owner

September 20, 2019

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