CHALLENGE:

Educate wine professionals about the affordability and versatility of Bordeaux wines. Create positive engagement to secure a long-lasting impact.

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STRATEGY:

Organize a road show in several cities and states across North America targeting young wine professionals. In each city, 36 wine professionals would present their “Bordeaux” selection to their peers during a blind tasting. The most appreciated wine presenter would receive a complimentary trip to Bordeaux.

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ACHIEVEMENTS: 

More than 850 wine professionals engaged; Bordeaux recognition in this community for awarding occasions to mingle and learn; each participant experienced 36 wines in one evening, each wine being under $55 retail price.