The Georgian government is introducing its new wine brand Lost Eden to the U.S., where distribution and marketing is being directed by Customer Vineyard.
A U.S. ad campaign promoting the launch was developed by Odysseus Arms. It’s anchored by a six-hour video titled “Supra” that follows an eclectic gathering of family and friends preparing and enjoying a traditional Georgian dinner in a lush garden setting.
The content emphasizes the wine’s historic roots and Georgian heritage. The country of Georgia is acknowledged as part of the western Asian region where wine was first made some 8,000 years ago.
The video is hosted by Lost Eden’s 11th-generation Georgian winemaker, Lado Uzunashvili, and his guests include dignitaries, artists, historians and traditional dancers. The menu features puris (flatbreads) and khinkali (dumplings), prepared using organic ingredients from nearby fields, and filled glasses of Lost Eden wine.
Odysseus Arms has been involved with parent Customer Vineyard for three years, helping to develop Lost Eden marketing materials.
To target millennial wine drinkers, the agency utilized its focus groups. Participants notably discussed wanting an “authentic glimpse” into Georgian culture, driving the agency’s creative concept. To strengthen this theme, the agency worked with Georgia by Connect, David Rikiashvili’s Tbilisi company to build the website and used Tbilisi-based production company, Silk Factory, to shoot the scenes.
“Supra” will be promoted with highlights from the dinner on YouTube and Instagram, with an invitation for people to stream the entire six-hour feast alongside their own family gatherings while sampling a little Georgian hospitality. The social campaign, debuting this week, will target the wine trade in addition to millennials.