Treasury Wine Estates

Penfolds Re-corking Clinic

Brief

  • TWE held its first Penfolds Re-corking Clinic in Taiwan
  • BMA was responsible for client counsel, media/KOL relations, Facebook Page creation and management, as well as event planning and execution.

Challenges

  • Low preference for Australian wine compared to French wine
  • Major media’s hesitation to cover events related to wine and spirits

Activities

  • 4 sessions arranged in the Re-corking Clinic Taipei: for media, KOLs, consumers and trade clients, respectively
  • 3 media interviews with the chief winemaker by one major daily, one general weekly and one wine magazine
  • Created Penfolds Taiwan Facebook Page to share the knowledge of wine cellaring, decanting, and re-corking to promote Penfolds

Results

  • A total of 77 clippings were collected after the launch event
  • Awareness of Penfolds raised after this unique event
  • Facebook Page fans have reached 3200 from zero, with total daily impressions 181,789 from May to July.