Event Tours: Mondavi Takes Revamped Program On The Road
Inspired by the success of its Crush in the City tour last year Robert Mondavi wines is taking its offerings on the road again this year with a revamped tour. Dubbed Discover Wine with Robert Mondavi this year’s tour has expanded beyond the Robert Mondavi Private Selection (last year’s focus) to include the Robert Mondavi Winery portfolios.
The goal of the tour is to engage wine lovers and enthusiasts alike in interactive experiences that will further their education of the Mondavi brand and wine in general. Harking back to the original tour Ted Allen of shows “Top Chef ” “Iron Chef America “and others has returned to the tour as brand ambassador for the Robert Mondavi Private Selection brand. He will be on-hand to give wine and cooking seminars.
“It’s about educating consumers not just about the Robert Mondavi story but about how wine can become part of everyday life ” Angus Lilley brand manager at Robert Mondavi Private Selection told Buzz. “For Robert Mondavi wines we’re hoping to create some level of brand loyalty. The seminars and interactive stations are all geared towards educating further in a fun and enjoyable way hat makes it easy to pick up few new facts about wine and wine making.”
The tour features an Essence Station where guests can sample Mondavi selections and learn about the aromas and flavors in each glass of wine. Guests can also learn the differences between French and American Oak by participating in an Oak Smell Test. In addition they can watch an exclusive video at the Robert Mondavi Theater about how Mondavi revolutionized the American wine industry and winemaking.
The eight-city tour will be making stops at food and wine related events through November including an upcoming stop at the Harvest in the Square farmers market in Union Square NY. Agency: Grand Central Marketing New York City.