The very first Cava Discovery Week was held in the United States. A pioneering initiative by the Cava regulatory council, a whole week in which different restaurants, retailers, wine bars and specialist establishments offered a range of activities with Cava as the principal accompaniment to their menus.
Thus, from 9th to 15th March American wine lovers’ diaries were filled with dates all over the country, with more than 50 establishments in the cities of New York, Miami, Chicago, Los Angeles and Dallas energetically promoting Cava.
The end consumer was the target of this action, in which, thanks to the website created for the occasion, they had the chance to discover the different establishments involved and take a Cava Week tour to discover, taste and enjoy premium Cavas accompanied by a food tasting provided by each participating establishment.
Professional audiences are also of key importance and were included in the action, as they were offered the chance to learn about Cava and discover its versatility, quality and success in their establishments. This was the ideal chance to raise the profile of the wineries that make Cava and their presence on the menus of some of the most fashionable restaurants and establishments in the United States.
The scheme was very well-received, in terms not only of the figures for the website and activity on the social networks linked to this campaign, but also of its enthusiastic popularity among the American public, which led some restaurants and wine bars to decide to keep it going after Cava Discovery Week was over.