Subscriber login Close [x]
remember me
You are not logged in.

Wines of Argentina wins national events award for breakthrough Cambalache initiative

Published:  26 November, 2013

Wines of Argentina's breakthrough Cambalache consumer event, that helped celebrate the best wine, food, music and art that the country has to offer, has come top in an industry award for brand experience. It has also been announced that Cambalache will return in 2014 with events planned for both London and New York.

The campaign beat off competition from the likes of Philips, Sky, Electrolux and Yorkshire Tea to come out top in the "Most Immersive Event" category at the Field Marketing and Brand Experience Awards.

It was also runner up in the separate Event Awards where it went up against  the likes of Guinness, Energizer, BP and Windows in the Best Brand Experience Event category.

Cambalache was devised by Wines of Argentina and event specialists, JAR London, that has helped to develop a number of what it describes as "bespoke cultural events and brand experiences around food, drink, music, art, travel and culture".

The Cambalache event has been seen as a potential way forward for generic wine bodies in their bid to promote their wines to a wider consumer audience. Its "One Night in Argentina" brought together live bands, graffiti artists, pop up restaurants, Argentinian street food, Tango dancing and Argentinian wine.

Crucially Andrew Maidment, head of Wines of Argentina in the UK, and JAR London promoted the event through social media and events websites such as the Nudge popular with the edgy, young and urban audience that he was looking to target rather than traditional wine media.

Cambalache took place at London's MC Motors warehouse facility in Dalston between April 17-18.

Maidment said: "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."

Cambalache is returning to London next year for three nights (April 29, 30, May 1st) and will also be held in New York (on April 16 and April 17).