Retail and restaurant wine buyers hold the keys to the US wine market. Securing time with them is highly competitive. To keep their interest, we invited 25 top buyers on a 'Once in Lifetime' 5-day trip to discover the wild and pristine beauty of Chile's Patagonia along with 25 Chilean winemakers. The itinerary paired nature excursions with winemaker lead wine education and increased brand placements from all participating attendees.
US trade embraced the trip with so much enthusiasm that the trip has become an annual event anticipated by the trade and media worldwide. It has generated articles in trade and lifestyle media outlets. Wines of Chile now hosts buyers from Asia, Brazil, North America, and Europe and has expanded focal destinations to include Easter Island and the
Chilean wine was noticeably absent from leading restaurants around the country.
To change that, we created the Wine Bar War challenging 20 of New York's and Miami's top sommeliers to build a wine bar in a day showcasing the diversity of Chile's wine. The prize for winning the competition was a first-class trip to Chile courtesy of LATAM Airlines.
We partnered with the Court of Sommeliers to select the sommeliers and provide compelling educational content in advance of the final build-out day. Competing sommeliers had to take a master class on Chilean that ended with a round-robin selection of wine for their last event, ensuring each bar had nine unique selections.
The final event was a sold-out consumer event attended by over 1,000 guests who visited each of the bar
How do you get consumers excited about Chilean wine?
You host a Graffiti Festival at the world's first shipping container hotel.
I worked with Wines of Chile and WineBox Valparaiso to create the GRAFFESTIVAL.
We invited world-renowned graffiti artists to paint winery-inspired murals on Cerro Mariposa, a hill-top neighborhood in Valparaiso.
The new art-inspired walking tour inspired a 6-page feature in Food & Wine Magazine, coverage in many other magazines, including Wine Enthusiast's back inside cover.
Amidst a facemask market boom, Rafi Nova introduced the Smile Facemask, the first clear, reusable mask.
To reach the Deaf and Hard of Hearing community as quickly as possible, we partnered with actress Millicent Simmonds on a limited edition 'Millie Mask' featuring her painting on the fabric and 100% of the profits going to two non-profits selected by Millie.
People, Teen Vogue, In Style, USA Today, Good Housekeeping, Real Simple, New York Times, ET-Online, Good Morning America, Kelly Clarkson - and many more - are just a few of the media outlets that featured the limited-edition Millie mask.
What's better than Champagne? Champagne with the stars!
Champagne house Taittinger had a long-standing sponsorship of the Screen Actor's Guild Awards. The event highlight was two models opening the red carpet pouring Taittinger - which looked lovely but had zero impact on brand awareness and engagement.
Without increasing the budgets, I transformed the sponsorship into a media machine by making the star of the red carpet, Vitalie Taittinger. Humanizing the brand with one of the Champagne house owners made celebrities and news outlets take notice.
Vitalie's poise, presence, and charm physically breathed life into the brand, attracting the attention of national and local news - and of local retailers who wanted to support t