June 21st marked World Lambrusco Day, and we chose to celebrate it in our own unique way: with a digital campaign that brought together people from across the globe for a virtual toast, from Italy to the USA to Japan.
We involved over 30 content creators from different countries, inviting them to take part in an online tour to discover Medici Ermete’s world and celebrate our favorite bubbles.
Each influencer received a special kit, which included:
- A bottle of Lambrusco Concerto personalized with their name and the event name
- A custom Medici Ermete “I ❤️ Lambrusco” t-shirt – which turned out to be one of the most appreciated parts of the kit, often worn in the content they created
- A card explaining how to take part in the day and what to expect
During the morning of June 21, we launched a series of stories from our Instagram account (@mediciermete), starting with the Japanese stories, followed by the Italian ones, and closing with those in English – a strategic timeline to reach our audiences based on different time zones.
The campaign also featured an unexpected guest: a virtual avatar who led the online tour. The avatar sparked curiosity and conversation – some loved it, some were skeptical – but it certainly helped make the campaign stand out and reach new audiences, thanks to its innovative and unusual nature for the wine world.
Influencers responded enthusiastically: many shared stories and posts, others even created custom reels to celebrate the day. The results were dynamic, spontaneous, and deeply aligned with the campaign’s tone – young, inclusive, and vibrant.
Meanwhile, as part of the World Lambrusco Day celebrations, the Consorzio organized a memorable event on the Skyway Monte Bianco, bringing together Lambrusco producers and leading Italian wine and food journalists. The event was a great success and a beautiful tribute to the wine we all love.
We’re proud to have contributed to this day with a campaign that combined storytelling, innovation, and a strong sense of community. Because Lambrusco, after all, is about joy and connection – and this celebration made us feel it more than ever.
