How do we position Santa Margherita’s newest varietals Prosecco Superiore and Sparkling Rosé as the wines of choice for summer entertaining?
In order to reach our target via top influencers and media, we choose NYC as a key summer location to drive excitement. We leaned into the “cult of rosé” that thrives within the summer culture of the Hamptons in order to bring a vibe of “sophisticated play” to life. We set out to celebrate how to get the most out of summer by making everyday extraordinary.
The Santa Margherita She Shed took place at Brooklyn Grange in Brooklyn New York. At the event, Santa Margherita had two dedicated branded spaces: A VIP room where guests enjoyed a Chef Richard Blais demonstration, and a roof-top garden where guests enjoyed a breathtaking view or Manhattan, beautiful music by The Cool Runners, and activities that represented Santa Margherita’s style of She Shed summer entertaining. Creative cocktails were a hit among the guests while inspiring a broader usage occasion for the sparkling varietals. Bar Dante’s lead guy, Naren Young, created four intricate wine cocktails that each used a sparkling varietal. Engaging activities included: honey tasting educated guests on Santa Margherita’s efforts to protect bee’s while also allowing guests to try local honey; A metal jewelry stamping station allowed for guests to create custom bracelets; Guest influencer, Lauren Saylor, lead a wine painting activity where guests were inspired to paint with water colors, rims of wine and champagne glasses, and even wine itself; Finally, guests were able to have their caricature drawn on a branded Santa Margherita napkins by New York’s, very talented artist, the Napkin Killa.
We generated strong brand excitement for Santa Margherita among consumers, media and influencer guests.
800+ samples and cocktails were shared
260M+ media impressions