Purpose: To position the wines of the Alsace wine region in Brazil.

Mechanics: creation of the Alsace Club, which brings together previously selected Brazilian professionals and opinion leaders. Choice of an ambassador, direct marketing, social networking, training events, commented tastings and exclusive dinners.

Results: More than 250 members (professionals and media) are part of the Club / 110 boxes sent to VIP Club members (with Alsace wine catalog presentation, drop-stop, corkscrew and ice-bag / 245 member cards produced and sent to inaugurated members – more than 21,000 Facebook fans / hashtag communication #LearnAlsacia (238 posts) / 52.6% average e-newsletter opening / participation of 55 professionals at Alsace Club’s first harmonized dinner.