Wines from Spain and the Aspen Food & Wine Classic

Business Strategy

Facing an increasingly competitive market in the U.S., Wines from Spain relied on LANE to make both Spain and Spanish wine “hot” in order to impact sales in a meaningful way.   LANE utilized a multi-disciplinary approach with events, such as the Food & Wine Classic in Aspen a key component.

To keep Spanish wine relevant among the many vendors and activities at the Food & Wine Classic, LANE combined a methodic approach with creative energy to ensure all the pieces were in place for a well-orchestrated, memorable and successful event.

LANE drew upon its deep media and influencer relationships to draw attendees to the tent as well as Wines from Spain’s Spanish BBQ. Co-hosted with Jose Andrés, it has become the unofficial kick-off to the festival.  Throughout the event, LANE staff members ensured VIP trade and media attendance was maximized, facilitating introductions to Wines from Spain spokespersons and conducting follow-up to generate story placements.


The Wines from Spain opening party is widely regarded as THE “place to be” and LANE has drawn VIPs including Kathie Lee and Hoda Kotb of TODAY, Danny Meyer of Union Square Hospitality Group, Mario Batali, Jacques Pepin, Daniel Boulud, Marc Murphy and Tom Colicchio.  In addition, as a result of LANE’s public relations efforts, more than two billion people in the U.S. have been exposed to Spanish wine for a total advertising value of $20 million.

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