At the recent glittering International Wine Challenge Awards Dinner in London the prestigious Generic Campaign of the Year Award went to Wines of Chile for their innovative campaign ‘Carmenere Made for Curry’.
In presenting this much sought-after accolade, the Judges commented: “Wines of Chile is a worthy winner of this year’s award, having had the courage to think differently about Chilean wine. It has been consistently active throughout the past year, taking wines to the public through a range of events. Through efficient use of its budget it has optimised results in getting the generic message out there.”
The ideas behind the Carmenere Made for Curry concept were conceived by Wines of Chile’s campaign manager Anita Jackson and PR manager Karen Sutton in 2010 and the theme has been expanded since then in order to raise awareness of Chile’s unique red grape variety, and the fact that Carmenere wines, with their soft fruit and gentle spice, complement many Indian curry sauces. Much of the development of the campaign has been helped by the close association with London’s top Indian restaurant Benares, and its creative head sommelier Costanzo Scala.
Michael Cox, Wines of Chile’s European Director added: “I am delighted that Wines of Chile’s efforts have been recognised in this way. The team has worked hard on the food and wine matching concept, and it is clear that linking Carmenere wines and curry flavours has real traction and appeal”.
Carmenere is a red grape variety that was first planted in Chile in the 1850’s, originating in the Bordeaux region of France but was not replanted after the phylloxera pest destroyed Europe’s vineyards in the late 19th century. However, in Chile’s more temperate climate and rich,well draining soils, this unique grape has thrived, and there are now nearly 9,000 hectares planted. Carmenere adds spice to Chile’s growing diversity of style and quality.