Penfolds Vintage Years With Greg Dyke

Last night was our second Penfolds Vintage Years Speaker Event – a series of live speaker events for budding entrepreneurs to learn about the vintage years in the careers of iconic businessmen as well as the vintage years in Penfolds wine.

Held at The Hospital Club, the speaker was successful broadcasting figurehead Greg Dyke who gave an insightful and entertaining speech where he revealedhis own vintage year, 1991. Despite another tube strike, we had over 130 attendees and there wasn’t an empty seat in the house – the event was brimming with a young and vibrant audience.

Greg’s speech was followed by a wine tasting from Penfolds, Australia’s most iconic wine producer, where guests weregiven the chance to taste some of Penfolds’ finest wines including a Bin 28 Shiraz from 1991. The tasting was hosted by Penfolds’ Chief Winemaker, Peter Gago who was over in the UK on his annual visit.

Targeting AB1 35+ men, the campaign was devised based on the consumer insight that the audiences’ interests and media consumption lies predominantly in business & news media as well as garnering tips for success from profiling sections and autobiographies featuring successful and iconic businessmen, as well as networking events.

Campaign and event awareness was driven by a raft of editorial coverage from interviews with Greg Dyke (held in the wine cellars of The Stafford Hotel over a bottle of Penfolds most iconic wine, Grange, to ensure we secured product messaging on our target business pages) featuring in City AM, The Observer, The Guardian as well as listings and competitions on Evening Standard, GQ, Esquire, Timeout, Independent, Square Mileand View London.

We’re busy following up with the diary pages as we type – so watch this space for more wrap coverage! Next event scheduled for March – if you want to sign up please email vintageyears@penfolds.com

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