Robert Mondavi Private Selection:

"Crush in the City"

When Robert Mondavi Private Selection wanted to introduce its wines to a broader audience, it turned to GCM to conceptualize and produce an interactive experience that would educate consumers about wine and expose them to the RMPS portfolio. Since most people don’t have the opportunity to visit the Napa, California wine country, GCM instead brought the California vineyard to wine lovers’ backyards by creating “Crush in the City,” a mobile marketing tour that traveled to eight markets in the summer and fall of 2007.

Visiting high-traffic food and music festivals, this upscale, lifestyle marketing event provided consumers with an interactive, sensory wine experience. Guests were invited to sample the RMPS wines, participate in wine seminars, discover how grapes become wine, sample delicious local fare during chef-led cooking demonstrations and receive valuable tips on food and wine pairing from celebrity spokesperson and food and wine expert, Ted Allen of "Iron Chef" and "Queer Eye for the Straight Guy" fame.

GCM managed all aspects of the cross-country tour including: set design and production, sponsorship negotiations, alcohol and food licensing, securing local chef participation, local marketing, staffing and all other logistics. GCM road managers transported materials across the country in an RMPS-branded vehicles and with in-market local managers, supervised and executed all aspects of the program's activities and set up, adapting the event to various spaces and environments.