During the lockdown of 2020, The Wines of Rioja wanted to get off the sidelines and deliver on their mission of increasing awareness and placements for their member wineries. With the on-premise channel all but closed, the organization sought to reactivate their idle ambassadors, and help them influence key members of the trade.
To make this happen, we developed an interactive and intimate virtual tasting program featuring the Wines of Rioja Ambassador team. We tapped into our deep network of on and off-premise gatekeepers, (importers, distributors, buyers, and account managers) bringing together this captive audience for the experience. In groups of 10, these industry peers were treated to an in-depth tasting led by the Wines of Rioja Ambassador, while they enjoyed some delicious Rioja wines that we arranged to be delivered to participants prior to the program.
The events provided a cost-effective method for the brand to engage in a two-way discussion with key gatekeepers while giving each participating winery a chance to shine.