Working with the Consortium for the protection of Prosecco never really feel like actual work to us. It’s more like being part of a continuously brilliant party.
So it was, that we found ourselves sifting through the latest figures glass in hand, when we spotted a bit of a gem – that Brits are now the biggest consumers of Prosecco in World, accounting for a third of all the wine produced.
Impressive, we thought. And cat-nip for the media.
So we set about delivering the DOC’s latest figures, leading with the line we knew everyone wanted to hear.
We kicked off at the London Wine Fair, keeping the Consortium’s President plenty busy with back-to-back media briefings.
Face time with the official industry body for Prosecco is priceless, so we made the most of it by talking up authenticity in wine making alongside the stats, aiming to encourage consumers to buy into the real deal, rather than the many imitations on the market.
The resulting coverage was plentiful, beginning with a belter of a piece on the front page of The Times’ business section.
Piece’s across all the relevant trade titles followed, with Drinks Business, IMBIBE, Harper’s Wine and Spirit and Off License News all producing cracking write ups.
From there, the story really took hold with the likes of Bloomberg News, Times Online, Daily Mirror, The Sun, Metro, Grazia, Red, Esquire, Harper’s Bazaar, Cosmopolitan, The Independent, MSN, BT News and Hello! all running the news, to name a few examples.
All in all, a total reach of 110 million.
Not bad for something that didn’t cost the client a penny (outside of our modest retainer).
Now, where did we put that bottle …