Organization: Wines of Germany (New York)
Campaign: Riesling & Co. Road Trip
Duration: May 6-16
To engage consumers, particularly Millennials, and trade influencers, Wines of Germany hit the road for the Riesling & Co. Road Trip. The wine bar on wheels started in Key West, Florida, and headed north to New York.
In addition to converting a shipping container into a traveling tasting room, riesling enthusiasts Paul Grieco of Hearth restaurant and Terroir Wine Bars in New York City, and Stuart Pigott, a wine expert and author, went along for the ride. The brand hosted tastings and consumer dinners.
"We wanted to do it in a way that was new and different," says Atalanta Rafferty, executive MD of RF|Binder.
On social channels, Wines of Germany ran teaser videos of where the road trip was headed next. Fans were invited to submit photos, videos, and messages with the hashtag #RieslingRoadTrip, which were posted to a gallery on the brand’s Facebook page. Instagram pictures of Grieco and Pigott were staged along the way, including one of the pair in wigs at Thomas Jefferson’s former residence.
"Millennials are the fastest-growing age group in terms of wine consumption," says Rafferty. They are also more open to imported wine and carry less preconceived notions about wine styles and countries of origin, she adds, which makes them "a key demographic to reach."
Sold-out consumer dinners and packed tastings drove buzz. On social media, the brand saw a 403% increase in its average daily reach on Facebook, more than 520,000 impressions on Twitter using the hashtag, #RieslingRoadTrip, and more than 650 likes on Instagram.
Coverage included Beverage Media, FoodRepublic.com, and Bottlenotes.com, as well as regional coverage for local events in outlets such as C-Ville Weekly and Miami Eater.
The brand is planning to hold more events next year.