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In October 2017, Freerun PR hosted The Pinot Noir Alliance on behalf of its client, Cono Sur wines from Chile. The event brought together 5 leading Pinot Noir producers from around the world.

 

What was it?

A one-day series of sessions planned and executed by Freerun PR in October 2017, bringing together 5 leading producers of Pinot Noir from around the world to promote the grape.

Objectives for the event
The aim of the exercise was to demonstrate to press, trade buyers, educators and sommeliers the following:

  1. Pinot Noir’s unique ability to reflect the region and conditions where it is produced
  2. Its great versatility in food matching
  3. The growing market for it globally and locally – always retaining a focus on the commercial potential for the grape in various markets
  4. To put Pinot Noir at the front of buyer and influencer thinking

Format
Two seminar sessions of 20-25 people each.
The event was introduced and moderated by Tim Atkin MW. Tim gave background to the topic and introduced 20 minute sections from each producer, where they showed two wines each. The idea was to present their
winery and region briefly, show one fairly commercial Pinot (ideally sub £18 retail) which is typical of the region in general, and then a more top-end example of the producer’s own choice which represents the specific terroir or
winemaking ideals of the house.

Food matching
The morning session concluded with a food and wine matching session, where each winery presented one further wine from their portfolio to match with a carefully chosen and specially prepared dish; to demonstrate the real versatility of
Pinot Noir with a range of meats. Each dish was a miniature version of well-known main courses eg Boeuf Bourgignon, Lamb with couscous, Duck pancakes, Christmas turkey etc.

Press coverage

The event and a post-event press release follow-up generated some excellent coverage
Harpers Wine & Spirit
The Drinks Business
The Buyer
Imbibe.com

as well as some very positive social media from attendees

Client feedback

“First of all, thank you again for a great day (and of course great lunch also) last Monday. I think it was a great activity that definitely we need to replicate next year.” Adolfo Hurtado, Cono Sur Chief Winemaker

“I would like to thank you for yesterday. The event went very well, and I am pleased to be a part of it.” Pierre Pattieu, La Crema Wines