Kobrand Corporation was looking to use events to drive trial among key audiences, maximize awareness and consumer preference, both on and off premise, and increase sales in markets visited of three primary brands – Louis Jadot, The Seeker and Sequoia Grove. Each brand sought access to a unique audience. For Louis Jadot: a female-skewing, middle-aged, middle class audience. For Sequoia Grove: a more affluent population with refined wine tastes. For The Seeker: a millennial audience with limited wine knowledge.