When the Consorzio del Vino Nobile di Montepulciano saw what we achieved for their Prosecco-producing neighbors to the northeast, they turned to us–not only to help them achieve DOCG status, but to elevate their status to that of their better-known Tuscan competitors. And if we could help boost agri-tourismo in the process, as we did in Conegliano and Valdobbiadene where Prosecco is made, so much the better.
The MacKenzie Agency mobilized on short notice to organize and implement an experiential tour and wine tasting for professional travel writers, travel tour operators, and journalists who write about wine, food and travel. Building on the strength of Tuscany as a travel destination, MacKenzie’s event began with an aperitif and Montepulciano-inspired appetizers. Next, the travel professionals were ushered to theatrical-style seating and served popcorn flavored with DOCG Pecorino cheese, which they munched during a short film of the region. Master Sommelier Catherine Fallis followed with a moderated discussion of the region’s unsurpassed authentic “agriturismo” credentials.
More than three dozen travel opinion influencers across the travel, food and wine spectrum sampled twenty hand-crafted Montepulciano wines. Web-based media coverage generated more than 100,000 page views.