The marketing director for Wines of Argentina tasked me with creating a game changing, contemporary wine event in London, relevant to the millennial generation and positioning Argentine wine as a "go-to" wine choice for this audience. Challenge the wine industry with a completely new concept for a one-night event that catches up with the spirit brands who are ahead of the game in terms of "brand experiences".
I created "Cambalache: One Night in Argentina" - a cutting edge, multi-sensory wine event that showcased the culture, food and wine of the country and took consumers on a journey to experience the best of Argentina in a night.
Since its phenomenal success, myself and my partners at JAR London repeated Camabalche in 2014 and also took it to NYC.