Georgia Homeland of Wine

Georgia Homeland of Wine – a long-running exhibition of Georgian winemaking – desired to popularize and generate awareness within the esoteric Japanese market. We conjured a 2-month tasting exhibition featuring sumo wrestlers and relevant cultural juggernauts to seamlessly introduce the brand to Japan.

OPPORTUNITY

Georgia Homeland of Wine is a long running exhibition that showcases the history and culture of winemaking in Georgia. Their mission was to popularize and create awareness for Georgian wine in Japan.

SOLUTION

A 2 month wine tasting exhibition ran throughout Tokyo, and it was supported by key events and campaigns. The events included prominent Georgian figures; sumo wrestlers Tochinoshin Tsuyoshi and Gagamaru Masaru, writer/culturologist Zurab Karumidze and the musical collective Geinoh Yamashiro-gumi. We devised pr marketing strategies to ensure that the event gained exposure from influencers and carefully selected press.

RESULT

The exhibition proved a huge success. In addition, the launch & wrap parties had over 600 guests in attendance, generated 4,000 likes, 23,000 views, 8,500 reaches and 200 shares over a variety of social media platforms. They saw great successes by providing the wine association with key partnerships to increase purchase orders of Georgian wine in Gapan over the next few years.