A Luxury Wine for the Thai Market
Treasury Wine Estates is a unique global wine company with a leading international portfolio of New World wines. From the establishment of Australia’s Penfolds in the mid-1840s to the 1876 founding of Beringer Vineyards, a winemaking legacy now spans over 80 brands, including Beringer Vineyards, Castello di Gabbiano, Lindeman’s, Penfolds, and the highly decorated mainstream premium wine label, Wolf Blass.
With sales totaling over 32 million cases of wine annually across 75 countries, Treasury Wine Estates is looking to Thailand for robust growth. Initial sales growth first follows brand awareness, and so Treasury Wine Estates decided to appoint Vivaldi PR to further its reach and best connect it to consumers via Thailand’s prestigious F&B, lifestyle and sports media, and through its leading wine influencers across social media.
Due to the diverse range of characteristics spanning from the various brands we were to promote, a broad range of strategic components were used. Vivaldi PR curated leading wine experts and social influencers to fully benefit from Thailand’s recently growing appetite for wine and for knowledge of wine.
For Wolf Blass, we decided to connect the brand to sports enthusiasts in Thailand, as Wolf Blass recently entered into partnership with British Premier League team Manchester City FC. We also publicized Wolf Blass’s new special editions which were launched to celebrate Chinese New Year. We created native advertising content and advertorials to run in Thailand’s largest magazines, teaching consumers how to pair wine to popular Chinese dishes correctly. The aim was to foster knowledge, which then has a long-term positive impact on general market demand. We built on these initiatives by inviting winemaking experts from Australia to host wine dinners and knowledge events in Bangkok at some of the city’s most prestigious venues. Vivaldi’s PR program also encompassed the limited-edition release of the super high-end label, The Grange 2011. Ms. Stephanie Dutton, Penfolds Winemaker, introduced “The Story of Grange” movie narrated by Russel Crowe, at two special events managed by Vivaldi PR: one for media, an exclusive wine pairing dinner, and one for F&B influencers in a VVIP movie theatre complete with first class seats.
Treasury Wine Estate’s Beringer owns California’s longest continually operating winery (with over 1,600 acres) and is one of Napa’s finest producers. We created social media messaging to spur import demand, and used other traditional PR channels such as press releases and the production of MC scripts for events to best connect the brand to leading wine experts in Thailand.
Also, under the Treasury Wine Estate family of top wine brands, Penfolds has been increasing sales in a global effort, and so we worked to consolidate international news items to make them relevant to the Thai market. We helped with the creation of graphic collaterals in support of local promotions, and supported Penfolds as the Official Wine Partner to Asia’s 50 Best Restaurants, a massive regional F&B industry awards program. Penfolds presented a Saint-Louis Crystal Decanter to the Winner of Asia’s 50 Best Restaurants, for which we handled event management, media liaison and communications.
All of the above was achieved in a country in which alcohol advertising is banned, and so Vivaldi PR embraced a constantly shifting and innovative approach to deliver great results across all of the Treasury Wine Estate brands we represented.
Key Results over 12 months
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