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Wines of Argentina's Cambalache event shortlisted in industry awards

Published:  29 August, 2013

Wines of Argentina in the UK has been shortlisted for two major event and brand industry awards to recognise its breakthrough Cambalache event it held earlier this year.

Wines of Argentina in the UK has been shortlisted for two major event and brand industry awards to recognise its breakthrough Cambalacheevent it held earlier this year.

The event marked a significant change in how wine generic bodies host consumer tastings as it was billed as "Cambalache: One Night in Argentina" that featured live bands, graffiti artists, pop up restaurants, Argentinian sreet food, Tango dancing as well as the chance to try and discover Argentinian wine.

Andrew Maidment, head of Wines of Argentina in the UK, decided to promote the event not through traditional routes and the wine consumer press, but through social media and events websites such as the Nudge popular with the edgy, young and urban audience that he was looking to target. Initially Cambalache was to take place on one night at London's MC Motors warehouse facility in Dalston, but such was the demand for tickets it was held over two nights between April 17-18.

He told harpers.co.uk: "This summer there's been a lot of press about wine events becoming cool (I read about a wine car boot sale this week, for example), and I'd like to think we were one of the very first. Having Cambalache shortlisted against high profile, big brand experiences is a major breakthrough - it shows that if we get creative we can compete with the big guys and help to move wine away from stuffy stereotypes and into the hands of  younger, trendsetting consumers who are our future. We'll be continuing with this aim by taking Cambalache to Jamie Oliver's 'Big Feastival' this weekend."

Cambalache has now been shortlisted for two awards. It is set to go up against the likes of Guinness, Energizer, BP and Windows in the Best Brand Experience Event category at the Event Awards on October 4. It has also been shortlisted in the Field Marketing and Brand Experience Awards where it is up against initiatives from the likes of Philips, Sky, Electrolux and Yorkshire Tea.

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