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The little Malbec Event That Could keeps growing and growing…

Although it started out as a bit of fun in 2014 (Malbec! Empanadas! Tango!), 2017 proved that Gauchito Gil’s Malbec Day has become a serious player in the wine event calendar. Yep… a Malbec event!

We made the call to run Melbourne and Sydney’s events back-to-back which was awesome but exhausting, as both of them sold out! Sydney especially pulled the largest crowd we’ve seen in Gauchito Gil’s history.

Both days were full of Malbec, tango dancing and empanadas – especially in Melbourne, where we ran the GOLDEN EMPANADA competition again to find the city’s best empanada. The winners were presented with trophies by the Ambassador to Argentina just to make it super special.

We’re excited to take this event to Brisbane (and potentially Singapore!) in 2018.

SYDNEY

Carriageworks, 245 Wilson Street, Eveleigh

Sydney pulled the largest crowd we’ve seen for a Malbec event, with over 750 Malbec-fans through the door. With more producers, we’re confident we could have sold twice that many tickets. But, as always, having the right punter-to-producer ratio is our priority.

Previously this event was held at Cell Block Theatre, but this year we upgraded to the Bays at Carriageworks. Having more space allowed us to lay the room out by region, which made it intuitive for people. It also meant we could have a dedicated food area inside the venue (thanks to the awesome empanadas and alfajores from Porteno and Alfamore).

Extra space also made room for the epic TANGO DANCERS.

Overall, the vibe at Sydney’s event was just incredible. Bring on 2018!

 750 pax

MELBOURNE

Meat Market, North Melbourne

Once again, the highlight at Melbourne’s Malbec Day event was the GOLDEN EMPANADA competition. Five of the city’s best Latin-leaning restaurants went head-to-head to see who could produce the best empanada; as determined by both a panel of professional food critics and by the People. No strangers to the game, San Telmo took out the Professional section, while newcomer CHE took out the People’s Choice.

Aside from the empanadas, North Melbourne’s historic Meat Market was packed full of great wine, tango dancers, a few Argentinean ambassadors, and a crocheted empanada hat. It was an awesome party and celebration of Malbec, and we can’t wait to get more producers on board for 2018 so we can double the event.

550 pax
“

Wine and pastry. What's not to celebrate?

BROADSHEETMelbourne
“

If this day is a donation from the grape god, it's one we're happy to accept.

CONCRETE PLAYGROUNDSYDNEY

WHO JOINED IN!

Here is a little snapshot of the masses.

1300 +
Joined us

were women

under 35

of which 60% were women!

35 - 44

45 +

HOW THEY HEARD ABOUT US

When purchasing tickets, we asked people how they heard about the event. Below is the breakdown of what they told us.

29%

said it was from Word of Mouth

24%

via the socials (such as Facebook, Instagram & Twitter)

26%

via the BSC  / REVEL Newsletter which highlights it’s potency. 

2%

via winery emails

1%

via traditional media

HOW THEY ENGAGED WITH US

Here are some key insights into how they engaged with us

51.5%

of all website traffic was via a mobile device

61%

Of mobile use was via an Apple device

32,483

page views via 6,941 users (Nov 1st to Feb 28th)

38%

of all tickets purchased was via a mobile device

58%

of all web traffic was from women

42%

of users were under 35

HOW THEY ENGAGED WITH YOU

There is no doubt those who joined us love all things wine. What’s even better is that they were dead keen to get to know you. Below are some of the highlights.

$2150*

The average dollar value sales per event

 $43*

Average amount attendees spent on wine (on top of their ticket price)

 $130

Average spend per head (including ticket price)

60*

Average database sign ups per producer per city

73,200 +

wine tastes given poured

3,660

bottles poured on the day

SOCIAL. SOCIAL. SOCIAL.

The social media campaign (including Facebook advertising) was key to spreading the good Vin Diemen word to a broad and highly engaged audience and proves the power of the various mediums. As shown above, it really drives traffic and awareness about the event.

For example, people ‘tagging’ their friends on posts also equates to the high percentage of word of mouth.

We also have to say that you guys ROCKED IT! You not only spread the word far and wide but also got back to us with your profiles super quick. This went a long way to help us create engaging content, drive traffic and smash Google ratings. THANK YOU!

Below are some fascinating insights into the Social Media Campaign. It is without doubt each platform has it’s own personality and unique way of engaging with our audience. Facebook and Instagram are king here.

FACEBOOK

Let’s face it. We’re always on Facebook and this event was no exception. This was the main way in which we promoted the event and spread the good word.

Facebook advertising was key here and conversions were high, reach and engagement were especially on mobile. Mobile, mobile, mobile.

442,325

Facebook Impressions

269,483

Total Users reached (organic & paid) with women making up 63% of engagements!

13,096

Engagements with 1,585 clicks and over 672 comments.

39,600

Video views. People love video especially ‘live’

INSTAGRAM

Pictures do tell 1000 words and when it came to event day, this was where you could follow all the action. We love this platform and judging by people’s posts, they do too.

Whilst analytics are challenging, the insights do show that this platform is the ‘go to’ for event action and engagement.

298k

estimated reach for the event. Majority via #VinDiemen

43,134

Impressions via @Vin_Diemen

4,710

Users Reached

54%

Audience are women

PEOPLE’S CHOICE VOTE!

They came, they tasted, they voted and below are the results. And boy did they vote! Virtually all wineries received a vote but at the end of the day, there can be only one winner and that was …

GHOST ROCK!

Below you will see the breakdown on the day. Well done to all producers!

NATIONAL Top 5!

  1. JED
  2. Yarra Yering
  3. Aluvion
  4. Man o War
  5. Terrazas de Los Andes

SYDNEY Top 5!

  1. JED
  2. Yarra Yering
  3. Aluvion
  4. Man o War
  5. Terrazas de Los Andes

MELBOURNE Top 5!

  1. JED
  2. Yarra Yering
  3. Aluvion
  4. Man o War
  5. Terrazas de Los Andes

BUT PICTURES TELL 1000 WORDS …

We could keep telling you all about GAUCHITO GIL’s MALBEC DAY,  but we reckon it’s best explained by all the smiling faces below.

That pretty much sums it up what was one fun event.

All these and more can be found on the Gauchito Gil facebook page

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