The Coravin World Wine Tour, a global initiative by Coravin now in its third year, was an ambitious on-trade program designed to excite venue patrons about the discovery of rare and wonderful wines.
Conducted during May 2025, the Australian edition expanded to five states and five partner venues with one directive: Serve their entire wine list by the glass for the entire month using Coravin’s pioneering by-the-glass still and sparkling wine systems.
This program allowed restaurant patrons to explore a venue’s entire cellar without the commitment of purchasing a full bottle, not only showcasing the venue’s dedication to curating an expansive wine list, but also highlighting Coravin’s pioneering in-venue technology.
The campaign’s intended outcomes were to:
- Increase brand awareness of Coravin through earned media coverage
- Create opportunities for sampling and exposure to the Coravin system in venue
- Educate consumers of the benefits of Coravin
- Drive awareness and traffic to partner venues
- Strengthen the association between Coravin and premium wine venues
- Positioning Coravin as an indispensable tool for any high-calibre wine program
- Create excitement about by-the-glass wine consumption
The Campaign
We created bespoke media assets prior to launch, including dynamic hero photography of the system being used in one of our partner venues in addition to curating a media content hub relevant to each state using images from all partner venues from across the country.
We created and distributed a national media release as well as locally targeted versions for each state, featuring quotes from the sommeliers at the partner venues and from the Coravin founder, Greg Lambrecht.
This was followed by targeted media outreach to a curated list of news, trade, food, drink, and regional journalists. Pitches were tailored by location to maximise relevance, and key media were offered first hand experiences at the venues
The Results
The campaign’s success was outstanding. It achieved:
- A total media reach of 2,152,257 across 40 pieces of coverage.
- Feature stores included pieces in Broadsheet, TimeOut, Concrete Playground, Urban List, Eat Drink Play, The Daily Telegraph., and The West Australian.
- 88% key message delivery, ensuring partner venues and the ‘all wines by-the-glass’ message were prominent in all media coverage.
- 75% high brand prominence in coverage, ensuring Coravin’s pioneering technology was top of mind in a high majority of earned coverage.
