Chateau Ste. Michelle, the leading producer of Riesling in North America, commissioned Haley Miranda Group to create a national tour to help change consumer perceptions about Riesling, one of the world’s most misunderstood varietals. The tour visited food, wine, and music festivals, delighting consumers with a wide range of Riesling styles. To extend the messaging beyond the live events, HMG-PLUS executed an aggressive national and local lifestyle influencer campaign. National bloggers received Riesling samples by mail to review while their local counterparts were invited to attend and cover the tasting events. Promotional radio drove consumer traffic to the events. Off-premise promotions were executed in key accounts in coordination with the tour schedule.
• 800K+ Influencer marketing impressions
• 50K+ Event impressions
• 13K+ Riesling pours
• 2MM+ Radio impressions
• Documented sales lift in numerous markets