When we created the Loire Valley Wine Bureau, France’s largest region for white wines was unified for the first time. With common objectives and messaging, the campaign elevated the entire region, putting the Loire on the radar for wine experts and enthusiasts.
During our seven-year tenure with the region, we grew press placements from 215 to more than 1,730 articles—a 705% increase! And we extended awareness of the Loire off the page and onto the streets with 21 national trade road shows, nearly 200 events for trade and consumers and managed 44 qualified journalists on numerous press trips.
How do you rejuvenate a classic wine region?
For Wines of Alsace, we launched a three-year program with revitalized branding and a visually striking campaign that emphasized the purity of the wines. The new logo and tagline, “Pure Expression,” created unique positioning for Alsace among other white wines and put the region back in the minds of press and trade, reaching a new audience of sommeliers and Millennial consumers.
In the first year, we created a new ad campaign, executed 7 consumer events targeting Millennials and 23 press and trade events, including a 3-city educational tour and a promotional month at Binny’s. We also built an audience of more than 11,000 followers on combined social media platforms – all within 10 months.
How do you make an unknown wine appellation stand out from the crowd?
We produced “Muscadet: The Impressionist Moment,” an event in Manhattan’s South Street Seaport that brought an impressionistic painting to life—and brought new life to Muscadet, a little-known French AOC. With Teuwen as choreographer, costumed entertainers rolled barrels of wine onto the transformed pier, complete with outdoor café, food stalls and wine tastings. The daylong event put Muscadet in the glasses and minds of 5,000+ consumers and 200 wine professionals, achieving an outstanding 150+ press placements.
How do you help a small brand get big notice?
We excel at helping little-known brands win attention in the U.S. For Domaine du Tariquet, we reached press and consumers through programming that positioned the wines as adaptable and highly quaffable. For Jaillance—premium French sparkling wines—we created signature cocktails that targeted bridal and lifestyle media. And for Port brand Noval Black, we partnered with master mixologist Jim Meehan (PDT) for media “happy hour” events featuring customized cocktails.
How do you get the trade to speak Greek?
Leveraging the country’s newfound fascination with Greek wines, we have executed a multi-city road show for the past four years for Athenee Importers—positioning the company as the country’s premier importer of fine Greek wines.