Ao Yun

  • Ao Yun

ABOUT THIS PROJECT

CATEGORYWine & Spirits

SITUATION

Magrino was selected as the U.S. agency to assist with the launch of Moët Hennessy’s Estates & Wines newest venture from the foothills of the Himalayas, Ao Yun. Ao Yun was the first luxury wine produced in China.

Located near the legendary Shangri-La, Ao Yun is the result of an exceptional adventure that has pushed the frontiers of winemaking across all fronts. Winemaker Maxence Dulou defied the challenge of developing a French grape variety that is not only rich in culture but rich in history. It was important to highlight the premium grapes and winemaking approach in a region not known for luxury wine.

Magrino was tasked with coordinating strategic sampling opportunities for key wine experts for the first round of ratings in the U.S. market while creating a strategic plan for targeted outreach.

STRATEGY

For the launch of the 2014 vintage, Ao Yun’s follow-up to their debut vintage, Magrino leveraged winemaker Maxence Dulou’s market visits with key media outlets in regional markets, including New York, Chicago, Los Angeles, and Houston, with one-on-one tastings and intimate dinners.

SOLUTION

Ao Yun has been featured in leading wine & spirits and lifestyle publications including: Food & Wine, Conde Nast Traveler, Penta, Robb Report, Forbes, Wine Spectator, and Haute Living.