It may have only been the morning, but that didnโt 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 avenueโs Union Square Autumn Fair, Beringer Vineyards parked a shiny silver Airstream trailer to kick off its five-city โHow to Get to Napa Valleyโ promotion, which includes tastings, informal wine education, and tips for entertaining.Beringerโs 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 areasโincluding a dining booth for tastings and talks with Beringerโs executive chef David Frake, who is on the road giving cooking demonstrations and dispensing tips on recipes inspired by Napa.
The trailerโs 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.
โMark Mavrigian
Posted 10.11.06
Photo: Fridayโs Films (cooking demonstration)
Related Stories
Snapple Hosts Teatime in Bryant Park
MasterCard Promo Takes Flight
Hyatt Launches Program With Health-Conscious Promo
The trailerโs 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.
โMark Mavrigian
Posted 10.11.06
Photo: Fridayโs Films (cooking demonstration)
Related Stories
Snapple Hosts Teatime in Bryant Park
MasterCard Promo Takes Flight
Hyatt Launches Program With Health-Conscious Promo