Spain’s Great Match: Executing a Large-Scale, Multi-City Event Series for Wines From Spain with Widespread Media and Social Media Integration

In its eighth iteration, Spain’s Great Match is a large-scale, high-profile trade and consumer tasting and celebration of food and wine that is the signature event of the Wines From Spain campaign. In 2019, our team executed a complex multi-city activation incorporating in-person trade seminars, walk-around tastings for consumers and trade featuring food from the United States’ top Spanish chefs, amplified by widespread social media integration and a two-pronged media relations campaign reaching both trade and consumer media. 2019’s Spain’s Great Match series generated 160+ million media impressions, 1.3 million social media impressions, and counted attendance of over 850 trade and press members and 350 consumers at Jose Andres’ Mercado Little Spain in New York City.