Gallo in art-themed push through BEcause

A Because Experiential Marketing product story

Edited by the Marketingweek Marketplace editorial team Nov 23, 2007

Wine maker Gallo Family Vineyards introduced its 'Turning Leaf' variety of fine wines to art-lovers at the recent Affordable Art Fair in Battersea in a campaign created by BEcause.

Visitors to the fair were greeted by trained Brand Ambassadors who talked to consumers about their wine preferences before recommending a sample from the Turning Leaf portfolio.

Once inside the fair, visitors could relax in the Gallo Family Vineyards themed bar and lounge area in the centre of the venue.

On the opening night, a leading sommelier guided visitors through a series of wine-tasting tutorials.

The Affordable Art Fair brings together around 130 galleries and dealers from across the UK and abroad, exhibiting thousands of paintings, drawings, original prints, photography and sculpture - all available under a ceiling price of GBP3,000.

The relaxed, social environment has made the AAF a must-visit event for both first-time art buyers and seasoned collectors.

Joss Davidge, Marketing Director at BEcause, commented: "Art and wine have a natural association, and this event was a perfect opportunity for people to enjoy Gallo Family Vineyard's Turning Leaf fine wines in a relaxed and relevant setting".