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MMPR were engaged by Freixenet in April 2015 with a focus on revitalising, promoting and introducing the brand to both a younger demographic, whose key interests were going out and having fun, whilst reinforcing their on-trade credentials for their quality portfolio of wines.

Freixenet is the world’s leading producer of Cava, the Spanish sparkling wine, whose prized Denominación de Origen status places it among the world’s finest drinks. A family business founded in the 19th century, renowned for its quality and consistency, Freixenet’s wines are the product of a unique combination of climate and terroir in the Penedès region of Catalonia, Spain’s key wine-producing area.

In the early stages of the campaign MMPR made an introduction to the Summer Tales Pop-up in Old Street, leading to Freixenet Cava creating a branded bar at the event.  Through this, MMPR introduced Freixenet to an extensive list of lifestyle press and as a result, the brand’s reputation was built up through press coverage in numerous key target publications, including, Evening Standard, Time Out, Town & Country, Esquire and The Sunday Times Style.

Building upon this press presence, MMPR introduced Freixenet to the Crystal Maze Live Experience where they became the official wine partner. The Crystal Maze became one of the most highly anticipated venues in the country, and Freixenet was once again brought to the attention of influential members of the press and the general public, through its branded bar at the end of the Maze, increasing its profile in London and the UK.

In May 2016, MMPR announced Freixenet as official wine partners of Swingers – The Crazy Golf Club, which earned press coverage around the City and beyond. MMPR has since continued to work with Freixenet over various campaigns, including the successful Ice Cava campaign, which saw a considerable amount of press coverage garnered by MMPR, within publications such as Imbibe, Squaremeal, Stylist and Harper’s Bazaar.

MMPR’s continued support and proactive press strategy helped to increase the brand’s gravitas; Freixenet was re-established as the recognised producers of sparkling Spanish wine and successfully secured and revived the Cava platform in the UK.

Combined circulation values: 5.28M
Combined AVE values: £948,650+

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