Carmenere and curry

Campaign promoting Chilean wine wins international award

The successful marketing initiative highlighted the way that Carmenere makes a perfect blend with Indian curries.

Monday, October 03, 2011 Category: Business - Food - World Reviews on Chile
Carmenere is a gaining a reputation as Chile's signature grape. (Photo: rgomez74/Flickr) Carmenere is a gaining a reputation as Chile's signature grape. (Photo: rgomez74/Flickr)

A publicity campaign aimed at promoting a distinctly Chilean variety of wine to British consumers has taken a prestigious award in the International Wine Challenge (IWC).

Wines of Chile, an organization committed to raising the profile of Chilean wine throughout the world, took out the Generic Campaign of the Year Award for its 2010 initiative called “Carmenere Made for Curry”.

The marketing initiative highlighted the ability of Chile's Carmenere wines to complement Indian curry dishes which remain popular with the British public.

With a series of themed events, a media campaign and a strategic alliance with Benares, one of London's most popular Indian restaurants, Wines of Chile was able to significantly raise the profile of Carmenere in the UK.

The judges congratulated Wines of Chile for having the courage to “think differently” about Chilean wines.

“It has been consistently active throughout the past year, taking wines to the public through a range of events. Through efficient use of its budget it has optimized results by getting the generic message out there,” they said.

Wines of Chile's European Director, Michael Cox, said he was delighted with the recognition.

“The team has worked hard on the food and wine matching concept, and it is clear that linking Carmenere wines and curry flavors has real traction and appeal,” he said.

Originally grown in France's Bordeaux region, Carmenere grapes were all but wiped out of European vineyards by pests in the 19th century, shortly after they were first exported to Chile. Today the bulk of the world's Carmenere wine is produced in the South American nation.

The IWC wine merchant awards are entered by a wide range of suppliers, retailers and agencies from around the world.

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