On four selected days (21, 22, 28 and 29 November), Londoners will be able to hail one of Coravin's fleet of pedicabs to take a free ride to wine bar 28-50 Wine Workshop & Kitchen. Coravin has partnered with the venue, enabling visitors to exchange a voucher for a complimentary glass of wine poured by Coravin, from a choice of three reds and three whites. The pedicabs will be travelling around the Oxford Circus and Mayfair areas on those dates.
The brand will also be taking its product into a number of city offices, serving wine from a pop-up bar to increase levels of awareness among city workers and will also be using a branded bus during the campaign.
Maarten Dekker, general manager of Coravin Europe, said: "London is a key market for us, so we’re eager to spread the word about Coravin with this daring campaign. We want to create a real impact in the city, and make more people aware of the fantastic benefits that Coravin can bring to wine lovers – whilst also supporting our key retailers in the capital as we head into the festive season."
The experiential and sampling activity is part of of wider advertising campaign which launched last week (2 November) with a takeover of the One Piccadilly advertising screen, with the strapline 'Stop Screwing Around'.
Last weekend, Laithwaite's hosted a two-day event in London celebrating wine, with immersive tastings and virtual reality (VR) tours of vineyards. In October, trade body Wines of Argentina, which promotes the Argentine wine brand and image worldwide, hosted a four-day festival themed around wine and food from the destination.
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