Robert Mondavi Private Selection challenged Kaplow to demystify wine for Americans. Kaplow instantly recognized the importance of taking on the “intimidation factor” and making wine relatable to everyday dining.
Thus the Crush in the City program was conceived as a nationwide, eight-city tour designed to demystify wine through sampling and education. The effort brought the excitement of wine harvest to geographies outside of traditional wine-producing regions. Kaplow conceived this interactive, multi-media tour hosted by uber-approachable TV personality and food author Ted Allen who led food and wine pairings workshops.
The result: widespread consumer coverage for Robert Mondavi Private Selection across regional media outlets – a huge milestone given that wine is seldom covered outside of traditional food, wine, and trade publications.