From vineyard to red carpet: wineries embrace gala sponsorships for brand elevation

In the glamorous world of galas and award ceremonies, wineries have discovered a golden vein for marketing, merging the elegance of traditional advertising with the reach and immediacy of influencer marketing—yet without the risk of saturation or image wear-out often associated with the latter. This fresh approach is not only altering how wine brands present themselves globally but also redefining their relationship with consumers, particularly in competitive and sophisticated markets like the U.S.

Gone are the days when a well-crafted advertisement was enough to capture the audience's attention. In today's era, with over 1,700 TV channels and countless ad-free streaming options, coupled with younger generations' shift towards social media, wine brands face the challenge of staying relevant and visible. Influencer marketing emerged as a solution, surpassing $16.4 billion in 2022, with more than 75% of brands allocating part of their budget to this strategy, according to a Harvard Business Review study. Yet, for premium brands aiming to maintain an image of exclusivity and sophistication, this approach has its limitations.

Against this backdrop, sponsoring events and galas has become a strategic alternative for wineries aiming to differentiate and connect with a more select target audience. Champagne Collet's partnership with the Critics' Choice Awards, for example, has provided an excellent platform to boost visibility through a fortunate invitation that turned into a four-year collaboration. Similarly, Château Malartic-Lagravière leveraged its sponsorship of the American Cinematheque gala in Beverly Hills to strengthen its presence in the U.S. market, serving its wines during the event and positioning itself in an environment that reflects excellence and excitement—values shared by both cinema and the world of wine. In Spain, Ribera del Duero has become the official sponsor of the Goya Awards, the pinnacle of the Spanish film industry. Franciacorta, appointed as the Official Sparkling Wine of the Emmy Awards for the third consecutive year, has seen this collaboration as an opportunity to expand its recognition and positioning both in the United States and internationally. This expansion into award-related events has allowed the Italian region not only to consolidate its presence in a key market but also to highlight Italian excellence and style on the global stage.

Wineries, especially those with a long-term vision, have found in large-scale event sponsorships a golden opportunity to position their products in a highly competitive market. Through these sponsorships, wine, a product that evokes tradition, culture, and sophistication, is placed on the same visual and emotional plane as celebrities, artistic achievements, and moments of celebration. This is not a coincidence or a mere act of generosity on the part of wine producers; it's a calculated maneuver aimed at associating their brands with positive values, success, and luxury.

The visibility a winery can gain from appearing at these events is immense. Consider the number of photographs, articles, and social media mentions an award event can generate. Being present, even subtly, during these moments allows a wine brand to imprint itself in the collective memory of a diverse and global audience. Moreover, the association with celebrities and influential personalities acts as an implicit endorsement, elevating the perception of the wine's quality and exclusivity.

However, this strategy goes beyond mere exposure. Wineries that decide to invest in sponsorships are often those that understand the importance of building a narrative around their products. Wine is not sold merely for its taste or quality; it's sold for the story it tells. By linking with prestigious events, these wineries weave their own stories into a broader tapestry of success, art, and culture. It's a way to communicate values, to tell the consumer that by choosing this wine, they're choosing to be part of a story of excellence.

Of course, this type of marketing is not without risks and is not suitable for all wineries. The cost of sponsoring major events can be prohibitive for smaller producers or those focused on the local market. Moreover, the success of these campaigns cannot be measured solely in terms of immediate sales increases. The benefits are often long-term, building brand recognition and loyalty among consumers.

In this sense, wineries must conduct a careful analysis before deciding to sponsor an event. They must consider not only the cost but also the alignment between the event's values and their brand, the audience it attracts, and how they plan to activate this sponsorship before, during, and after the event to maximize their investment.

The question of whether these sponsorships are an investment or an expense does not have a single answer. For some wineries, especially those that have successfully capitalized on the exposure and associations generated, it's definitely an investment. For others, perhaps those who have not accurately measured the return on this strategy or whose fit with the event wasn't ideal, it might seem more like an expense. What's undeniable is that in the age of image and social media, presence at high-visibility events offers a unique opportunity for wineries to tell their story to a wide and diverse audience.

Beyond the award season, sponsorship can be diversified, offering a range of opportunities to keep the brand in consumers' sight throughout the year, from online impressions to media coverage and exclusive events. This not only increases brand awareness but also creates a network of influential ambassadors who, intentionally or not, promote these wines by serving them in their homes and private events.

As the world of marketing and advertising continues to evolve, wineries looking to innovate in their market approach may find in the sponsorship of prestigious events an effective way to build and maintain their relevance, connect with a high-level target audience, and reinforce their brand image globally. This strategy, blending the best of traditional advertising and influencer marketing without falling into their pitfalls, is shaping up as a trend to watch in the competitive world of wine.