Massachusetts Beverage Business



is a new experiential promotion capitalizing on the current mobile food trend.  The first branded truck to present cava and tapas, it will visit five east coast cities during the month of June and will be in Boston JUNE 9 to 12.  The mobile tour will feature various daytime “pop-ups” for brand ambassadors to promote truck appearances at after work hotspots, nightclubs and festivals.  Featuring a footprint that will include high-top cocktail tables and a late-night, Spanish-infused soundtrack, the truck (which will be wrapped in the brand’s signature black and gold colors) will serve as the focal point at these appearances, providing a backdrop for tastings as well as games and activities.  Where wet pours are not possible due to legal restrictions, Freixenet will offer tapas from the truck and partner with a local restaurant or club to offer cava samples and specially crafted cocktails featuring Freixenet on-premise.  The tour will be heavily supported by social media, PR, and Facebook and radio advertising.  The brand will communicate tour updates and details on the truck’s location via Twitter, Facebook and the brand website at  Freixenet will concurrently launch a “Wonderfully Unexpected Photo Contest” online for consumers nationwide to enter to win prizes.

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