German wines have skipped a generation and are now gathering millennial fans apace. Part of this new found fame is down to the Wines of Germany experiential campaign creating immersive experiences around the UK to show off German wines in all their cool splendour.
Part of this wider campaign saw Phipps create a series of events in London hosted in collaboration with street-food stalwarts, Street Feast. Hosted at Dinerama, Shoreditch, Street Feast’s central hub at the epicentre of London’s food and drink revolution, the evenings were aimed at encouraging consumers to try German wines, with an educational slant, and each evening focusing on a different theme:
– Wein und Dine – pairing international street food dishes with German Wines
– Drinking around Deutschland – Pouring wines from six of Germany’s wine regions and explaining the differences in production
– Deutschmas – showcasing German Pinot Noir and Sekt for the festive season
Each evening event tied in with activity across the social channels, encouraging consumers to engage throughout the evenings.
Each event was sold out with some consumers returning for the whole series. Throughout the campaign, we sampled over 36 different wines to 200 consumers and reached nearly 250k consumers through PR and social media will our ‘cool’ message.
Wines of Germany
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