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USP was retained BY Wines From Spain to create innovative `tasting’ campaigns to target both the trade and consumers.

USP sourced and negotiated contracts with Montserrat Caballe and Jose Carreras to stage 3 concerts through IMG Artists on behalf of our client, Wines From Spain.

The concerts were used as an innovative platform for Spanish wine distributors to promote and sample their wines to the trade.

USP also negotiated and managed a highly successful UK tour of The Bolshoi Ballet for Wines From Spain which was designed to stimulate consumer sampling of Cava on a national basis. This was also proved a considerable success

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