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Barolo Week & Fontanafredda

Building Buzz for the Barolo Week Campaign and Driving Brand Awareness and Sales for Fontanafredda in the US

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BaroloWeek1

Challenge

Fontanafredda’s goal was to educate the top sommeliers in leading US markets about their vast selection of high quality Barolo wiens and ultimately expand on-premise distribution. The plan: Create a unique, fun and educational experience for sommeliers in order to generate interest and event attendance.

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Action

Understanding that much of the beverage industry works dinner shifts, Colangelo & Partners hosted intimate ‘Sommm Meet-up’ late-night happy hours for top sommeliers in Boston, Las Vegas and New York. C&P coordinated a regional menu with Italian chefs to be served with old vintage and large format Barolos in a fun, relaxed environment. To reach a larger audience in each market, C&P partnered with a local sommelier to serve as the event host and invite their network of industry professionals.

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Results

Three flawlessly executed and well-received late night happy hours for industry professionals. Across the three cities, the event reached 200+  leading industry sommeliers,  generating positive awareness and sales leads for Fontanafredda. Guests were treated to a midnight pasta and truffle dish paired with iconic Barolos, as well as other regional bites.

• In Boston, 80 people attended the event. Held in one of Eataly’s newest US locations, Eataly Boston,  guests were able to chat with friends and enjoy  regional dishes that paired perfectly with the Barolos.
• In Las Vegas, 35 people attended the late night happy hour at the newly opened Eataly LV. Guests were treated to a late night dinner of pasta with truffles paired with the iconic Fontanafredda Barolos. The guest star of the night was Kester Matias, Wine Director at The NoMad.
• Our final happy hour took place at a trendy West Village loft, dubbed the “Fontanafredda Loft,”  with over 100 people in attendance. Guests tasted some of Fonatanafredda’s best Barolo wines and enjoyed dinner prepared by Bravo’s Top Chef Silvia Barban,  all while taking in the view from the loft’s gorgeous rooftop terrace.