Mouton Cadet 90th Anniversary Event
In June 2023 Amara launched Mouton Cadet's PR campaign around their 90th anniversary special release: a limited edition of the house's most iconic wine, Mouton Cadet Red, in new eye-catching modern and elegant packaging.
A QR code brought Mouton Cadet to life in augmented reality through living elements – vine leaf, grape, butterfly, bee – and brand identifiers like vine growing tools, and the Barbacchus, of course. We shared classic Cantonese pairings such as crispy roast goose or braised pigeon with the Hong Kong audience, fostering approachability for the leading Asian market.
To complement the groundbreaking launch, we conceptualised an an exclusive wine dinner at a prestigious location on the 26 June. We were joined by 40 esteemed media and tastemakers who eagerly immersed themselves in the Mouton Cadet brand universe. They discovered not only the wines but the women and men behind them. The painstakingly curated pairing menu took participants on a journey through the vineyards and honoured a leading market for the iconic brand. The evening included virtual reality tours where guests were transported to the heart of Mouton Cadet, as well as creative workshops where guests could leave with their very own engraved bottle of Mouton Cadet 90th Anniversary Edition.