CHALLENGE:  Add dynamic dimension while promoting a range of affordable Bordeaux wines to U.S. consumers through experiential events.

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STRATEGY: Revisit typical wine tasting experience by combining educational component with emotional content to create unique experience. Match consumers with wines fitting their palate in festive and social environment. Engagement of the whole chain: wineries, distributors, venues, sommeliers, consumer. Integrate Bordeaux’ current ad campaigns.

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ACHIEVEMENTS: Presented in six major U.S. cities; over 7,000 targeted participants in total; featured 620 different wines; activation of social media and PR platforms.