Chateau Mouton Rothschild

One of the internationally renowned First Growth wines from the Bordeaux region. Prior to the New Lunar Year of the Ram, the most important festival in Chinese culture, Sotheby’s held an ex-château wine sale where they put up for auction Chateau Mouton Rothschild wine directly from the Chateau cellars – a first in the world.

Due to the geographical spread of the market, Ed Bernays created and managed 3 press tastings and 3 press luncheons across 3 major cities in China (Shanghai, Beijing and Hong Kong). These events were designed to the same standard of quality and class that is befitting of the brand, reaching out directly to the most influential media and wine connoisseurs. By identifying and inviting the appropriate media and influencers, these events allowed audiences to have a first-hand understanding of the brand by meeting the Family members, and the winemaker in person, attaining a first-hand understanding of the wines by experiencing them in a hard-to-come-by tasting of 10 consecutive vintages. Ed Bernays arranged photo opportunities between Rothschild family members and key influencers at well-timed moments during the events; the pictures were framed on-site and given out to the attendees at the end of the event allowing the attendees to speak of the brand and their encounter to a bigger audience in the future.