Cooperation with Tsereteli Winery began with developing the company's positioning to promote it in the Russian market and creating brand platforms for two wine lines. Tsereteli Winery's Zurab Tsereteli brand is inspired by the famous sculptor and artist Zurab Tsereteli. Therefore, the audience communication is based on art, commitment to Georgian wine-making traditions and the cultural context of today's dynamically developing Georgia.
The next step was to promote the wines among celebrities and influencers, as well as lifestyle and B2B journalists.
The campaign resulted in the publication of news and interviews on Georgian culture and winemaking, expert reviews and tastings and positive feedback from influencers on social media. Celebrities who supported the campaign included Yana Rudkovskaya, Evelina Khromchenko, Aleksandr Siradekian, Inga Berman, Artem Korolev, Ambartsum Kabanyan, Elena Letuchaya, Yan Yanovsky and others.