The U.S. wine-consuming public was growing increasingly savvy about many of the world’s wine-producing regions, but Spanish wines remained misunderstood despite awards and accolades. To position Wines from Spain for unprecedented import and sales growth, LANE leveraged a burgeoning interest in Spanish culture.
LANE cultivated relationships with traditional wine media and engaged new media outlets to educate consumers. LANE invited lifestyle and travel media on guided tours of Spain’s 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.
LANE generated more than 150 million impressions among non-wine media, including travel, food and lifestyle. Outlets from Martha Stewart to Travel and Leisure featured wines from Spain on their lists of favorites, and restaurants nationwide hosted pairing events. Perhaps most telling, Spanish wines gained prominence in personal wine collections.
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