Case study.
Babylonstoren at Chelsea Flower Show.
Babylonstoren is one of the oldest Cape Dutch farms set at the foot of Simonsberg in the Franschhoek wine valley. Babylonstoren Mourvèdre Rosé is the official rosé of RHS Chelsea Flower Show.
Island Media’s role:
Island Media was tasked with leveraging event opportunities with it’s sister company The Newt in Somerset to create must-attend experiences for key buyers and wine press.
Launch event:
To organise two portfolio tasting events - one breakfast with a pre-show gardens tour and one afternoon gardens tour with evening reception. The Head of the RHS took media around and onto select gardens on each exclusive tour. The portfolio tastings with Cellarmaster Charl Coetzee for two press groups were complimented by a series of one-to-one tastings for media and buyers. For journalists unable to attend Chelsea, Island Media activated a post-event bottle mailing to ensure that as many media targets as possible got to taste the new vintage of Babylonstoren Rosé.
Results:
8 x media attendees @ event #1 Breakfast briefing and portfolio tasting
15 x media attendees @ event #2 Afternoon briefing and portfolio tasting
1-2-1 journalist tasting for wine columnist of Financial Times HTSI
13 x additional media called in bottle samples of new vintage Babylonstoren Rosé
Tastings arranged with winemaking and sales teams with buyers from several high-profile national retailers