Mondavi Takes Winery Experience On The Road

Robert Mondavi Private Selection is bringing the California wine country experience to cities across the country with a tour designed to educate consumers both about wine in general and Mondavi products specifically.

“We know that when consumers go and visit Robert Mondavi, or wine country in general, they form a really close personal relationship with the winery that ultimately translates into sales,” Damon Musha, marketing director for Robert Mondavi Private Selection, told Buzz. “It’s not realistic to think that everyone can make the trip out to Northern California, so we decided to bring the experience to them.”

The exhibit, which is designed to look like a winery, features a wine tasting bar and cooking seminars led by local chefs—attendees learn to make summer recipes that complement certain wines. A food and wine pairing program offers pointers for finding the best wine for each dining experience.

The Crush in the City tour kicked off at Taste Addison in Texas on May 11, and is tentatively set to wrap in September. Agency: Grand Central Marketing, New York City.