Building brand reputation in the wine sector

Altaya Group
Challenges

To build the reputation of Altaya Group as Hong Kong’s leading wine house while raising awareness of their distribution arm Altaya Wines and retail brand wine etc. A key PR goal was to create positive buzz for exclusive wine labels.

Approach
  • For distribution brand Altaya Wines – focused the conversation on thought leadership and trend analysis, showcasing the brand as in-the-know
  • For retailer wine etc. – developed a strategy underpinned by education and accessibility
  • Positioned founder Paulo Pong as Hong Kong’s King of Wines, discussing topics such as wine trends in Asia and the rise of Pinot
  • Crafted engaging stories and campaigns that built new and timely messages to catch the attention of media and bloggers
  • Created buzz for exclusive wine labels through storytelling, tastings and exclusive interviews with winemakers
Champagne etc
Outcomes
+300
pieces of media coverage across wine, lifestyle, luxury and business pages, over two years
+270
media and bloggers personally engaged with Altaya Group through a series of branded and co-branded events and tastings
  • Flagship events Passion for Pinot and Altaya Annual Tasting became much anticipated by consumers, media and bloggers on the annual calendar
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