Objective: Enhance
the image of Cava among UK consumers, media and
the trade.
Activity: A PR programme working
at a number of different levels:
• Media
relations programme including press trips to Catalonia
to visit Cava manufacturers. •
Regular tasting events in key UK cities to engage
with trade buyers and media,
enabling them to taste first-hand the quality
and diversity of different
Cavas available. •
“Sparkle Your Fridays” – monthly
media visits to consumer publishing houses
to spread the word (and the wine!). •
Gastropubs – a partnership with Time Out
to identify London’s top Gastropubs,
including a special offer to incentivise the pubs
to stock new
Cavas.
Results: •
UK Cava sales up 5% in 2007. •
Over 150 media and trade buyers attended tasting
events. •
Stand-out media coverage including Time Out, Metro,
Delicious.
