WINES FROM SPAIN
Another very interesting project was creating innovative `tasting’ campaigns to target both the trade and consumers for Wines From Spain, the Spanish Government’s trade wine organisation.
I sourced and negotiated contracts with the international opera stars - Montserrat Caballe and Jose Carreras to stage 3 concerts which we used as an innovative platform for Spanish wine distributors to promote and sample their wines to the trade.
We also ran a national consumer sampling campaign for Cava – using a UK tour of The Bolshoi Ballet as the hook.
Both campaigns proved very successful.