Ao Yun

ABOUT THIS PROJECT

CATEGORYWine & Spirits

SITUATION

As the first brand to explore China’s unique and rare terroir, Moët Hennessy introduced Ao Yun in 2016 with the debut of the 2013 vintage and quickly was heralded the premiere Grand Cru luxury wine grown in the foothills of the Himalayas. As an unexplored and unexpected wine region, Magrino was tasked to secure strategic tastings and conduct targeted media outreach to introduce the brand, winemaker, Maxence Dulou and overall project to media and key opinion leaders within the wine industry. Over the course of the last three years, Magrino has been able to leverage Ao Yun to a range of media that are looking to explore the region and taste through the wines.

STRATEGY

Magrino has leveraged new vintage releases with media that are eager to explore the region and overall Chinese market growth for consumption. Via dedicated sampling and limited access to winemaker, Maxence Dulou, Magrino has been able to introduce the brand via strategic outreach and tastings. In 2019, Ao Yun partnered with renowned crystal glassware brand, Riedel, to create an exclusive wine glass to taste with, allowing Magrino to leverage the partnership and retail availability to media.

SOLUTION

Magrino has secured in-depth coverage on Ao Yun and winemaker, Maxence Dulou, since launching the brand in 2016 with in a wide array of publications ranging from Robb Report, Wine Enthusiast, Forbes, CNBC, Conde Nast Traveler, Galerie and The Wall Street Journal.