Wines From Spain
Spanish wines had long been showered with awards and accolades. However, in a country intoxicated by Oregon Pinot and California Chardonnay, Spanish wines were still misunderstood by the general consuming public. The Spanish Trade Commission called upon LANE PR to create some clarity.
The agency’s plan? Cultivate their relationships with the traditional wine media and look for new, non-wine press outlets to educate the consumer. LANE PR invited lifestyle and travel media on guided tours of the Spanish wine country, scheduled “wine 101” desksides with food and lifestyle editors, created a Facebook page with a downloadable Spanish wine guide and formed partnerships with high-profile chefs around the country.
The result? LANE PR’s work generated more than 150 million impressions among non-wine writing media and secured 22 desksides with travel, food and lifestyle editors, 18 of which yielded stories. Everyone from Martha Stewart to Travel and Leisure are featuring wines from Spain on their list of favorites. Restaurants from Scottsdale to Orlando are hosting pairing events. And, next time you check out your next door neighbor’s wine rack, you’ll probably see a bottle of Marques de Caceres Reserve next to their Robert Mondavi Cabernet Sauvignon.