Our Work

Folio Fine Wine Partners

Building a Buzz for Folio Fine Wine Partners

Founded by the Michael Mondavi family in 2004, Folio Fine Wine Partners acts as an agency for family wineries around the globe, bringing special wines to the attention of wholesale distributors who place the brands with retailers and restaurateurs. Allison & Partners works with Folio to promote the company's stable of high end Tuscan wines by generating interest among consumers and trade press and enhancing demand.

Allison & Partners created awareness of two of Folio's luxury wine brands, Tenuta dell'Ornellaia and Luce Della Vite, among affluent individuals who are active purveyors of fine food and wine, as well as among tastemakers and wine journalists. We created the 1st Annual Masseto Wine Tasting & Roundtable Discussion, an exclusive event hosted by Tenuta dell'Ornellaia winemaker Axel Heinz that mixed top-tier journalists, restaurateurs, retailers, and auction houses with representatives from the winery to facilitate discussion. High-profile guests included Wine &#38’ Spirits Editor-in-Chief Joshua Greene; contributors to Food & Wine, Saveur, Conde Nast Traveler, GQ, and Vanity Fair, and wine trade partners including Marlon Abela Restaurant Corporation (MARC Restaurants) and iconic wine retailer Sherry-Lehmann, as well as an appearance by acclaimed Chef David Bouley, of the eponymous eatery where the event was hosted.

Along with the success of the Masseto Roundtable, we launched a brand Ambassador Program for Luce, one of the acclaimed Montalcino wines made by the Frescobaldis, one of Italy's oldest winemaking families. The Luce Ambassador Program leveraged high profile restaurateurs to act as third‐party endorsers of the Luce wines. Through the program, we invited ambassadors to participate in Luce events and tastings and offered exposure to media opportunities that correlated to their expertise and wine preferences.

As a result of the roundtable event, Folio received significant media coverage in target outlets ranging from Food+Wine, food and wine blog buzz, a two-page feature article in Bloomberg Markets Magazine and more. The event has created buzz and built anticipation around Masseto's new vintage among the wine media elite, and several notable tastemakers have already requested seats at the next annual dinner.