Alsace wines have a good image and a high degree of awareness. But nevertheless, in Alsace it has been felt that in recent years Riesling has lost ownership, that Alsace is less interesting to younger consumers (28-38 years) and that Alsace is losing listings in restaurants. Riesling is one of the main grapes from Alsace that the region wants to focus on. The task was therefore to focus on Alsace Riesling in a qualitative way that generated interest from the industry and not least consumers.

Organization of a selection of the best Alsace Riesling wines in Denmark selected by eight sommeliers, whom were carefully selected by CIVA/Sopexa. The campaign contained the following elements:

• Selection of "Top 30" out of 100 wines by point system for each wine
• Video from the selection documenting how it took place
• Press release and newsletter about the selection
• Microsite with presentation of the project with the 30 selected wines, information about the importers and link to their website for further sale, explanation of the selection criteria and information on Alsace Riesling

• Communication on social media including competition
• Diploma and caches for all the winning wines/importers
• Sampling the winning wines for 5 wine journalists
 

In one campaign we managed to reach the entire target group: journalists, bloggers, sommeliers, importers, consumers with the key message: discover the best of Alsace Rieslings - a world reference, complex wines, but also easy to drink, wines made with respect for the environment and for the people who work there.