Manifest gives London a taste of Vivino
Vivino is the world’s largest wine app, with a 22million strong community of wine newbies, lovers and aficionados all ranking and sharing their honest feedback on bottles from all over the world. Each year these ratings are used to celebrate the most popular bottles of wine through the Vivino Wine Style Awards. As an agency that is a great believer in (and consumer) of delicious wine, Manifest jumped at the chance to show journalists what Vivino is all about in London.
We were keen to make it different from other awards presentation evenings and wanted something really interactive and experience-led for a select group of journalists. Our main focus for the evening was to ensure guests were using the Vivino app to scan and rate wine, check out community recommendations and hear about the latest data insights and new wine trends. Of course, the opportunity to sample some incredible wines from around the world was not an outrageous thought either!
The interactive event we created, was an intimate evening of wine tasting, and food pairing (eating is not always cheating!) provided by the fabulous experiential food society, The Robin Collective. The venue provided an open, rustic, comfortable setting with high speed wifi, that allowed the app to be the hero of the night.
Most importantly, the venue layout gave us a great canvas that would lead the attendees on an exciting journey that gradually revealed each different course and wine pairing. With guidance before and throughout the night from Vivino’s UK Brand Ambassador, Adrian Smith, we started with an inhalable orb that was designed to complement the app’s top rated English Sparkling Wine, a new category that’s really taking off with UK consumers.
The Robin Collective designed a four course tasting event so that the guests senses were hit with flavours, tastes and smells each time a new wine was tried. So whilst the attendees were presented with a visual, tactile breakdown of the tasting notes at each course, they also had the opportunity to smell the ingredients of each bottle. The huge five metre long banquet table was filled with floral and fruit arrangements that perfectly matched each course and the experience was topped off with the final dessert course featuring a fantastic, edible meringue mountain paired with a light dessert wine.
Now the age old of question of how to measure the success of an event. For us the story from a journalist who finally found a bottle of Argentinian wine that she’d been trying to find for months, did give a feeling of ‘nailed it’ to the evening. On scanning in a picture of the wine, the app simply suggested she pop 100m down the street to get hold of a bottle!
Even though the event was designed to be a journalist relationship building exercise with no coverage KPIs set, we secured coverage online and in the print editions of Metro, Look Magazine, Independent and Evening Standard. In fact, Vivino and Manifest were really happy to see features come out on how to get the most out of the app, tips from Adrian, as Vivino’s UK Ambassador, on decoding winemaker terms.
We’re sure that you’re wondering what was actually on the menu for the event, so here’s the full list of wines:
- Jenkyn Place, Blanc de Noir 2010
- Château Carbonnieux Pessac-Léognan Grand Cru Classé de Graves Blanc 2011
- Domaines Ott Clos Mireille Côtes de Provence Rosé 2015
- Zuccardi Aluvional Altamira 2011
- Bodega Numanthia 2011
- Moscato d’Asti Poderi Luigi Einaudi 2014