VT Comms was appointed to manage media relations and event communications for the Hong Kong debut of L'Association Internationale des Vins Rares et Vieux Millésimes — the Paris-based authority on aged wine culture — represented locally by La Goutte d'Or (The Golden Dew).

The brief called for a highly selective, prestige-driven approach. Rather than broad distribution, VT Comms developed a curated target media list spanning wine trade, luxury lifestyle, and business lifestyle titles — both Hong Kong and Hong Kong-based regional press — identifying journalists and editors with the sophistication to appreciate the cultural and heritage dimensions of rare and old wine.

Our pre-event activation centred on an in-depth interview programme with Olivier de Cayron, President of the Association and descendant of Dr. Jules Lavalle, the 19th-century cartographer behind Burgundy's first official terroir classification. These profile interviews were pitched to position Mr. de Cayron as a thought leader in wine heritage, not merely a spokesperson for an event. Bilingual press materials — including a press release in English and Traditional Chinese — were crafted to reflect the occasion's cultural gravity. Post-event, a follow-up release sustained media coverage and extended the story beyond the dinner itself.

On the event side, VT Comms managed venue research, the salon programme, and all on-site media management — ensuring the three to five attending journalists experienced the evening as guests, not press.

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The Results

• Successfully introduced a storied European wine institution to Hong Kong for the first time through precision-targeted media engagement

• Secured profile interview coverage with Olivier de Cayron in targeted wine and luxury lifestyle media — elevating the Association's narrative beyond a single event

• Curated a distinguished media guest list of 3–5 carefully selected journalists, ensuring editorial quality over volume

• Delivered bilingual press materials that resonated with both English-language international press and Traditional Chinese lifestyle titles

• Pre and post-event media strategy sustained coverage beyond the event itself, building lasting awareness for the Association's ongoing Hong Kong presence and training programmes