The challenge: how to guarantee broad media coverage of Côtes du Rhône wines in off- and online lifestyle media with a message reflecting the product’s positioning, which breaks with typical wine conventions?
The solution: create a unique collaboration between a wine-loving DJ and an oenologist who is crazy about electronic music, and build “ElectRhône playlists” inspired by Côtes du Rhône wine tastings. Present the drive to the press at the LISTEN electronic music festival in Brussels. Set up an ElectRhône Bar where visitors can taste 3 Côtes du Rhône wines, each paired with a matching track.
Client: Inter Rhône