Spanish Wine&Sangria Tasting Event

The Brief

S3 Group, a Spanish Food&Beverage importer is planning to bring two refined drinks during a F&B event that the Spanish Embassy Culture Center was organizing in Beijing, the a Vina Luparia wine that’s produced from the best land in Spain from winery Bodegas Galan, and the country’s signature drink – Sandevid Sangria to the Chinese wine market.

EASTWEST Public Relations was appointed by S3 Group to provide media support at it’s wine tasting and launch event co-organized by the Spanish Embassy Culture Center in Beijing on July 27 2012.

EASTWEST presented two bilingual PR consultants for on-site arrangement and media management during the event.

Strategy

EASTWEST leveraged the agency’s media resources to invite three Food&Beverage media attending this wine tasting event. The goal is to increase the brand’s awareness with an exclusive experience to taste the best of Spain prior to the brands’ mass entry in China. Furthermore, 3 in-person interviews were also arranged and conducted with the brands’ represented from Spain, where the attending media had a comprehensive understanding of the brand history, its marketing strategy as well as a pre-taste of both red and white wine brought in by S3.

Besides, the culture and fun concept behind Sangria were also introduced to the reporters, which added more flavor to this intimate pre-tasting event.

Media in attendance

  • Food and Wine
  • Ringer Media Group
  • The Beijinger

Media coverage