Mountain Experience

Vins de l'Alto Adige

Activation Food & Beverage Digital & Influence

Alto Adige wines sought to strengthen their presence in Quebec at a time when the wine market was highly saturated and trade professionals and consumers were continually exposed to competing regions.

Woman smiling in front of small crowd and wine glasses

Traditional tastings were no longer enough to stand out or foster deeper understanding of the region’s altitude, climate, and identity.

To make an impact, Alto Adige Wines needed an experience capable of cutting through the noise, building emotional connection, and turning both trade and consumers into informed advocates. This required reaching two audiences at once. Trade and media needed an educational format that would deepen retention and reinforce credibility, while consumers needed inspiring storytelling delivered through influencers and social content.

The challenge was to design a single activation that could educate, inspire, and generate measurable visibility across B2B and B2C while remaining faithful to Alto Adige’s distinctive sense of place.

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We developed an experience that helped Quebec audiences connect with the Dolomites and the region’s identity through two immersive formats. The objective was to highlight what makes Alto Adige unique by combining clear educational structure for trade and media with a more intimate, story driven environment for influencers. The creative direction focused on translating the region’s sense of place into formats that felt natural, relevant, and engaging for Quebec audiences.

Immersive daytime program for trade and media

The day introduced professionals to the region’s altitude, climate, and grape varieties through a structured masterclass and guided tastings. The focus was on improving understanding and retention of key messages, supported by a curated lunch and an outdoor walkaround tasting that encouraged direct exchanges and deeper engagement.

Intimate evening experience for influencers

The chalet setting became a warm, creative space designed for slower discovery. Wine exploration was paired with a workshop on creating perfumes inspired by the region’s aromatic profile, followed by a dinner and moments crafted to encourage high quality organic content. This allowed influencers to translate the region into lifestyle narratives that resonate with consumers.

Together, these two experiences created a coherent narrative that strengthened understanding of Alto Adige among experts while generating authentic storytelling for consumers.

40 +

Attendees

95 +

Pieces of content published

20 +

Wines presented