Celebrating the 150th Anniversary of Best's Wines

Our Client:

Best's Great Western

Our Project:

Celebrating the 150th anniversary of Best's Wines

Our Assignment:

As part of their 150th celebrations and book launch, Best’s Great Western engaged FireWorks PR to leverage this milestone event.

FireWorks PR developed two event concepts to leverage the celebrations: a media tasting Masterclass and book launch.

The media event was help at Jimmy Watson's, with FireWorks' approaching every winemaker who had ever worked at Best’s with Viv Thomson, to attend the tasting and present the favourite wine they made at Best’s next to the current vintage of that wine. A unique concept that was engaging and different.
We approached all of the busy winemakers, ‘sold’ them the idea and were able to get every one of them onto the panel. Sandy Mast even sat in for her late husband Trevor Mast – the first non-family winemaker at Best’s – ensuring not a dry eye in the house. 16 A+ media attended from around Australia and agreed it was one of the ‘best’ tastings they’d attended with such a unique concept.

The same evening the launch of a book that Best’s had commissioned to chronicle their history, was also held at Jimmy Watson’s and attended by family and friends. Again, a lovely ‘family’ occasion that celebrated this incredible milestone on the Australian wine landscape.

Our Success:

Strong publicity outcomes with a visit to Best’s by Max Allen, organised by FireWorks. This visit resulted in a dedicated 5 page story in Gourmet Traveller Wine on Pinot Meunier.

ABC TV visiting the property and undertaking a major story on the 150th anniversary that appeared on ABC News 24 and online.

Other publicity, including podcast interviews and smaller features were also generated on the back of the 150th anniversary celebrations.

Reengaging Best’s with the media and establishing them and an accomplished winery.

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