live webinar at wines of Greece trade & media tasting in NYC

live webinar at wines of Greece trade & media tasting in NYC

 late night wines of santorinisommelier tasting at salvation taco

late night wines of santorinisommelier tasting at salvation taco

Wines of Greece & Wines from Santorini

Challenge:

Increase national awareness and deepen understanding of the wines of Greece and Santorini among influential trade, media, and consumers. Despite its range of beautiful red and white wines produced from indigenous grapes, Greece was considered by many to be, stylistically, a “new world” wine region, despite the fact that it is one of the oldest winemaking cultures in the world. Greece’s language and unfamiliar grape varieties also presented barriers to entry for success in the U.S. market.

Solution:

  • Expanded digital outreach via an expanded multi-platform program. Launched first online wine webinar, organized numerous live twitter tastings with a range of producers, sponsored multiple wine blogger conferences, and directed social media content.
  • Generated a multi-layered educational program for trade that included a partnership with the Guild of Sommeliers in major and secondary markets, a late night sommelier event, wine donations to the International Wine Center, sponsorship of trade events, and trips to inspire life long ambassadors.
  • Launched a strategic sampling program that bolstered ongoing media outreach.
  • Organized direct consumer education via in-store classes, food festivals, and first consumer grand tasting in NYC.

Results:

Social media activations across multiple platforms fostered significant buzz and growth of following and reach year after year. Greek wines have grown out of relative obscurity in the U.S. to become widely recognized for their uniqueness, high quality, and value. The surge in demand for Greek wines is demonstrated by their increasing presence on leading restaurant wine lists and in retail stores.

2015 Total Media Impressions: 1,060,606,015+

 

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