“Trial by Pinot Noir” tops trade campaigns

An initiative to highlight the quality of German Pinot Noir scooped Best Trade Campaign at The Drinks Business Awards 2012.

Organised by Phipps PR, winner of this year’s Best PR Company award, the “Trial By Pinot Noir” for Wines of Germany was praised by the judges for showing how to make a big impact from a potentially rather niche subject.

The benchmarking exercise saw 13 representatives, almost exclusively from the UK trade, blind taste and score 20 highly regarded Pinot Noirs from 10 of the world’s major Pinot Noir producing regions

While Oregon’s Antica Terra 2009 won first place, Germany’s Pinot Noirs occupied seven of the top 10 spots, an achievement which generated attention well beyond the confines of the UK trade.

Despite being a trade-focused campaign and taking place in the UK on a single day, “Trial By Pinot Noir” resonated strongly in the international consumer press as far afield as China and achieved new listings in markets including the US and Spain.

The category saw Bibendum’s campaign surrounding its 2012 portfolio tasting “Just Add…Bibendum” take second place, with the judges impressed by an annual event which yet again put other trade tastings in the shade.

Also shortlisted was Accolade Wines, for its work based on the company’s own Wine Nation consumer research.

For a full list of this year’s award winners, click here.