By D. Channing Muller Posted February 16, 2010, 6:29 PM EST
Last February, Martini & Rossi debuted its newest spirit, Sparkling Rosé, at a launch party in New York with Ugly Betty star Becky Newton. Fast-forward a year and the company continued its nationwide launch of the product with an after-work cocktail party for 150 women (and a few men) on Thursday night at the W Fort Lauderdale.
“This [event format] has been a success for us and is a great way to connect the target consumer with the new Martini Sparkling Rosé,” said Martini brand manager Tony Pujala, who added that the wine's target demographic is professional women 25 to 34 with discretionary income and an interest in sparkling wines.
With Valentine’s Day just three days later, the brand staged the two-hour party in the hotel’s Living Room lounge. (The event moved inside from the pool deck due to cold weather.) Pink linens and floral arrangements adorned highboys throughout the area, which Southern Audio Visual illuminated entirely in pink.
Waiters greeted guests with a flute of the new sparkling wine, and the hotel provided a table of sugary confections like chocolate-covered strawberries and mini brownie bites while We Take the Cake served mini chocolate, vanilla, and strawberry cupcakes.
About halfway through the party, attention turned to the candlelit runway for a fashion show of Betsey Johnson's date-night looks. “We’ve done some events at her stores, so it made sense from a thematic perspective [to have her show here] as her designs are fun, and she incorporates a lot of pink,” said Pujala.
In addition to New York and South Florida, the company has also staged launch parties in Los Angeles, Chicago, Atlanta, and Dallas.