Concentrated multi-channel activities in the capital of Germany to make Rueda Verdejo wines more popular on this city hotspot. Activities are directed towards all target groups: wine trade, gastronomy and consumers with a special focus on the young, trend setting generation.
Strategy
Four concentrated, interacting activities for 2 weeks in the capital of Germany. 1. Gastronomy: 10.-24.9.2011 • Wine/ food pairing during special Rueda y Tapas weeks in 6 restaurants/ bars • Special opening: 10.09. Pub Crawl with journalists as kick-off for gastro weeks 2. Trade: 10.-24.9.2011 • Special tastings in 6 outlets during the Rueda weeks 3. B2C-Tasting: 17.9.2011 • Rueda promotion day for consumers at the stilwerk mall 4. B2B tasting: 19.9.2011 • Rueda seminar for trade and gastronomy at the stilwerk forum