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ROBERT MONDAVI WINERY

DISCOVER WINE TOUR

SPONSORSHIP ACTIVATION, MOBILE TOUR

// CHALLENGE

Build brand awareness and loyalty for the Robert Mondavi Winery portfolio by bringing the Mondavi Napa Valley winery experience to consumers across the United States.

// SOLUTION

Allied Experiential designed, produced, programmed and toured a mobile wine tasting experience that recreated elements from the Robert Mondavi winery.

// EXECUTION

For four years, the agency brought Mondavi’s Napa Valley winery experience to major food, wine, and art festivals across the country.  Guests sampled the full Robert Mondavi wine portfolio (Robert Mondavi Winery, Robert Mondavi Private Selection, and Woodbridge by Robert Mondavi) and attended wine seminars, cooking demonstrations, and VIP parties hosted by local sales teams for key accounts and members of the trade. The event space included an iPad station, which allowed guests to enter a sweepstakes, view recipes, and share on their social media channels. Essence stations allowed consumers to compare and contrast different aromas and flavors.  Each event brought local chefs to lead food and wine pairing sessions.  Queer Eye fan favorite and host of Chopped, Ted Allen, was brought on as the media spokesperson and attended events.

// RESULTS

Each year, the tour resulted in approximately 130,000 samples poured, 6,000 sweepstakes entries, more than 161 million PR impressions, and a 30-70% sales increase in each market.

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READY TO START YOUR PROJECT?

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