RIOJA WINES VIRTUAL WINE TASTING

The Challenge

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.

The SOLUTION

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. 

THE RESULTS

90%

said they were very likely or likely, to seek out a Rioja wines in the future.

87%

said they were likely, or very likely to recommend a Rioja wine to customers in the future.

15%

of attendees ordered a featured wine for their account immediately.

MORE CASE STUDIES

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