Challenge

We have represented the Grand Crus de Bordeaux for the last 18 years. Our role as their agency has been to raise the level of awareness and image of Bordeaux wines among the trade and press in the US market.  These wines are widely recognized for their quality and character, but each year we must give these opinion leaders and market influencers an opportunity to taste the wines and meet the wine producers who made them.

Solution

Balzac manages trade tastings in key markets throughout the country. Traditionally focusing on the largest markets in America (New York, Chicago, and California) the tastings have also occasionally added a second-tier market such as Boston, Miami, Atlanta or Dallas. The organization of these tastings is critical.  We must attract the very top level of the trade, from importers and distributors to retailers, restaurateurs, wine media and wine educators.  Equally important, we must execute these tastings at a quality level that meets or exceeds the image of the wines of Bordeaux itself.

Outcome

Each year, we meet or exceed our attendance goal. In the larger markets, we attract 800 key buyers and influencers with the smaller venues attracting nearly 400.  All events are organized smoothly and flawlessly and attendees look forward to attending this event every year.  We have generated coverage across various media channels including hits in key national publications like Bloomberg and Forbes, reviews in blogs and regional newspapers like San Francisco Chronicle and Chicago Tribune.