Press Enter to Search
  • Produced over 1,000 consumer events during a 3-year, multimillion-dollar national campaign promoting European products to young, trendy consumers in five US cities
  • Strategically positioned the entire category of Cru Beaujolais wines as a budget and food-friendly wine brand – eliminating wine novices’ trepidation of label recognition, food pairings and price
  • Created “The Beaujo-ladies” – an approachable promotional team trained on the Beaujolais appellations and Italian olive oil varieties – to host non-traditional tastings and events to reach consumers in places where traditional media could not
  • Collaborated with sommeliers, wine shop owners and restaurateurs on events to link Beaujolais to casual American entertaining through non-traditional, intimate sampling experiences
    • Outdoor film screenings & music festivals
    • Boat & beach parties
    • Backyard & rooftop BBQs
  • Started the chilled light red wine trend in the US
  • Maintained rigorous reporting structure set by the EU, focusing on event frequency, quality, brands featured and sales
  • Collaborated with PR and advertising agency on overall campaign, media plan, sponsorships, online presence and all campaign POS

Within the first 6 months of the campaign, Beaujolais sales increased 17% in New York City and 24.3% in Chicago.

– A.C. Nielsen Sales Report