Behind the Scenes: Proximo’s RTD Margarita Sampling Success at Total Wine
How strategic sampling across 118 events helped shoppers connect with Proximo’s RTD margarita portfolio.
In September 2025, I partnered with Proximo Spirits to execute a large-scale sampling program across Total Wine & More locations statewide. The goal was simple: introduce shoppers to Proximo’s growing lineup of ready-to-drink margaritas and drive meaningful trial during a key season for tailgates, gatherings, and at-home entertaining.
Over the course of 118 sampling events, our ambassadors connected with thousands of shoppers, poured nearly 4,000 samples, and helped customers discover new favorite flavors across both the 1800 and Jose Cuervo RTD portfolios. The result was a high-engagement program that not only lifted product awareness in-store, but also delivered strong conversion and valuable insights into consumer flavor preferences.
One standout takeaway was the clear divide in flavor performance. Traditional profiles like the 1800 Ultimate Margarita led in familiarity and conversion, while bolder, tropical expressions such as the Raspberry Colada captured shoppers’ curiosity and quickly became top sellers. These patterns reflect a broader consumer trend: people are seeking convenient, ready-to-pour cocktails that still feel premium and full-flavored.
Across the program, we also learned a great deal about how RTD flavors resonate differently with Total Wine guests. Some consumers gravitated toward classic lime-forward margaritas, while others leaned into sweeter options—yet overwhelmingly, shoppers appreciated having multiple flavors available for comparison. This type of real-time feedback is exactly why in-store sampling remains so valuable. It gives brands direct visibility into what customers enjoy most, what surprises them, and what prompts that final purchase decision.
The full case study breaks down the program’s performance in detail, including engagement metrics, flavor results, top-performing stores, and recommendations for strengthening future activations. For anyone working in brand marketing, retail strategy, or experiential programming, this report offers a clear look at how thoughtful sampling initiatives can influence shopper behavior and drive category growth.
👉 View the full case study PDF here.
If you’re interested in seeing how sampling programs can support your brand’s goals—or want to talk about designing a more efficient, insight-driven activation—I’d love to connect.
