Launch of Paul Henry’s Own Pinot Noir
During the launch of Graham Norton’s 2016 Sauvignon Blanc, we saw opportunity to create a celebrity wine with innovative and intrinsically Kiwi winery Invivo and New Zealand media personality Paul Henry.
And so, with a little help from British famed talk show host and Invivo shareholder, Graham ‘The Nose’ Norton challenged the self-confessed Pinot Noir expert to make a limited run of Paul Henry’s Own Pinot Noir - sold exclusively at Glengarry’s and online at WineFriend.
Supported by targeted media relations and retail promotion, the wine was a sell out in less than three hours of hitting the shelves. Glengarry’s billed it as ‘their most successful launch of an individual wine ever’.
The campaign secured $320,000 of PR coverage and ROI of $60:1 including the support of The Paul Henry Show. Invivo winery rushed to bottle more stock over the weekend to meet demand.