It may have only been the morning, but that didn’t stop Park Avenue South passersby from partaking of a little bit of wine. A few blocks from the Union Square Greenmarket and amid the closed off section of the avenue’s Union Square Autumn Fair, Beringer Vineyards parked a shiny silver Airstream trailer to kick off its five-city “How to Get to Napa Valley” promotion, which includes tastings, informal wine education, and tips for entertaining.Beringer’s director of public relations, Rebecca Fine, worked with Ruder Finn on the concept and oversaw the event; Chicago-based MarketWerks handled logistics and secured locations from city to city. Inside the trailer, Domino magazine designed cute, comfortable seating areas—including a dining booth for tastings and talks with Beringer’s executive chef David Frake, who is on the road giving cooking demonstrations and dispensing tips on recipes inspired by Napa.
The trailer’s outdoor entry area was the work of garden retailer Smith & Hawken, which furnished the space with teak furniture and lots of autumn-appropriate foliage. Before making its way back to the northern California for a winter break, the wine trailer heads to Chicago, Los Angeles, and Austin, Texas. Beringer plans to take the tour back on the road next spring.
—Mark Mavrigian
Posted 10.11.06
Photo: Friday’s Films (cooking demonstration)
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The trailer’s outdoor entry area was the work of garden retailer Smith & Hawken, which furnished the space with teak furniture and lots of autumn-appropriate foliage. Before making its way back to the northern California for a winter break, the wine trailer heads to Chicago, Los Angeles, and Austin, Texas. Beringer plans to take the tour back on the road next spring.
—Mark Mavrigian
Posted 10.11.06
Photo: Friday’s Films (cooking demonstration)
Related Stories
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MasterCard Promo Takes Flight
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Smith & Hawken decorated the outdoor space of Beringer's trailer with autumn-appropriate plants and teak furniture.
Beringer representatives poured merlot or chardonnay.
Guests could linger in the outdoor lounge area or head inside the trailer.
Domino created cheerful interiors, with seating areas and a dining booth.
Beringer executive chef David Frakes gave cooking demonstrations inside the trailer.
Eli Zabar and Whole Foods provided individually wrapped crackers and cheeses to go with Beringer's merlot and chardonnay tastings.
