Montes Wine & Music

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Montes Wine & Music

With little innovation in wine communication recently, this campaign for Montes really stands out - it is original, wholly ownable and with great opportunities for leaverage in different media.

Leading premium producer Montes briefed CUBE to generate consumer awareness ‘off’ the wine pages and reach a wide audience of UK consumers.

By its very nature, wine is a sensory product – taste, smell and sight are an intrinsic part of its appreciation. And it is here that we found our opportunity, to employ an additional sense and in doing so make wine relevant to everyone. That sense was sound, and more specifically music – something with mass appeal and relevance, and rich with iconic references.

CUBE researched, found and commissioned a University study to determine the impact that music has on the taste and enjoyment of wine. The research conclusively proved that the music that you listen to while drinking wine affects the way that wine tastes. This was a world first.

Results
• 7 pieces of national news coverage reached 4.6 million people and delivered an AVE of £134K
• 34 pieces of on-line coverage with a UK circulation of 11 million unique users
• 10 pieces of broadcast coverage including BBC Five Live, BBC 6 Music, Talk 107 Scotland, ABC Australia and CBC
• 9 pieces of specialist wine press coverage
• Coverage achieved in 17 countries