CIVP wanted to position the region’s wines as a leading choice for young consumers while creating excitement around Provence and expanding its community in an “Instagrammable” setting to generate maximum media and social coverage.
The initiative targeted wine-loving KOLs, lifestyle and food influencers, and journalists from lifestyle, fashion, and food & beverage media. By combining engaging presentations with tasting experiences, the event sought to strengthen brand awareness and deepen the connection between Provence Rosés and Korean consumers.
The seminar took place on Monday, May 30, 2022, at the French restaurant Côté Jardin in the lively Itaewon district of Seoul, providing an authentic, charming setting that reflected the Provence lifestyle. Two sessions were organized: a KOL and media session with a guided tasting presentation by sommelière Yoonju Yang, followed by a free tasting bar; and a trade session featuring guided tastings and a subsequent free tasting.
Yoonju Yang, winner of the 2016 National Best Sommelier competition and former trainer at WSA Wine Academy, served as a key partner, leveraging her strong social network and prior campaign experience to maximize visibility and engagement for Provence Rosés.
