International Wine Challenge


International Wine Challenge consumer and global trade PR


The aim was to gain visibility for IWC award-winning wines amongst a global trade audience by generating press coverage in international trade titles.

The other side to this brief was raising awareness among consumers of what an International Wine Challenge medal means. Phipps came up with the idea of showing consumers that choosing an International Wine Challenge bottle meant that they had made an Incredible Wine Choice…


Phipps devised a PR campaign to announce the medal, trophy and winemaker results to global trade media. The press releases focused on countries which performed especially well to provide an additional hook for the trade media.

On the consumer side, we launched a fun new Instagram channel – @IncredibleWineChoice – to engage with consumers and show them what buying an IWC award winning wine means.  We ran a series of influencer collaborations to drive traffic to the new channel and build a following.


86 pieces of international trade coverage in 2022

Over 16m reach in global trade titles in 11 countries

1.5m total impressions on social

Over 5k new followers for the channel in 9 months.

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