Drinks Business Awards 2015: the winners

Best Trade Campaign

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Cube’s Chris Mitchell and James Gabbani with Moët’s Sonia Herschtel

Winner: Moët & Chandon UK and CUBE for Moët Academy

Despite the high quality of entries this year, it was Moët & Chandon UK and Cube Communications who won thanks to their innovative, exciting and educational campaign for Champagne with the Moët Academy. Comprising a sort of pop up wine school at OXO2 in London, Moët tasked their UK team and Cube to explain clearly the differences between Champagne and other sparkling wines as well as position Moët at the forefront of Champagne education. Consequently, groups of 16 people were exposed to an informative video as well as a living, breathing Moët vineyard, containing 20 vines dug out of the Epernay soil, before being taken into a recreated Moët cellar for a base wine tasting, and then finally an in-depth tasting of Moët Champagnes alongside Prosecco by Peter Richards MW or Susie Barrie MW. “They’ve been innovative and recreated a very Champagne atmosphere, and it’s not just a branded approach, but something educational that benefits the whole category,” commented one judge.

Special commendation: González Byass for Vilarnau Cava & Calçotada

The judges decided to award a special commendation to González Byass for a novel and fun approach to promote its Vilarnau Cava by encouraging diners in Spanish restaurants to partake in the winter Catalonian celebration of the Calçot – giant spring onions which are grilled and washed down with Cava drunk from a traditional glass pitcher.

Shortlist:

• González Byass for Vilarnau Cava & Calcotada

• The WSTA for Drop the Duty

• Moët & Chandon UK and Cube Communications for the Moët Academy

Best Consumer Campaign

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Martin Campion and colleagues of Laithwaites Wine

Winner: Laithwaites Wine for Wine with legs

This campaign offered a prime example of how to make a big impact on a tiny budget. Laithwaites’ creative, eye-catching idea saw the retailer pair an exotic range of edible insects with wines from its range. Not only did the initiative attract widespread national and even international media coverage, it helped to generate a significant sales uplift for Laithwaites during the competitive Christmas trading period. Even more impressively, the whole campaign cost just £500 to implement.

Runner up: Concha y Toro for Cono Sur and La Tour de France Grand Depart

The Chilean brand’s tie-in with the Tour de France was a high profile, high cost exercise that was nevertheless harnessed to deliver impressive results, not least by opening up some major new listings.

Shortlist:

• Australian Vintage for the John Torode partnership

• Concha y Toro for Cono Sur and the Tour de France Grand Depart

• Hardys: Official Wine of England Cricket

• Laithwaites Wine for Wine with Legs

• Marstons for Pedigree

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