GE Monogram
Unveiling the Walk-In Wine Vault

Firm: Padilla Speer Beardsley Inc.- Minneapolis
Client: GE Consumer & Industrial
Specialty Area: Marketing PR
Date: 04/20/2006


Armed with knowledge that wine cellars are the fourth most requested amenity in new million-dollar homes, market leader GE developed the innovative GE Monogram Walk-In Wine Vault. The Vault holds 1,100 bottles, features an electronic inventory management system and retails for over $35,000. Padilla Speer Beardsley helped GE market the product to affluent wine connoisseurs through third party endorsements in food, wine, lifestyle and business media. Partnering with Christie’s Auction House in Manhattan provided a venue for media to experience the Wine Vault first-hand. Richard Brierley, head of North American Wine Sales for Christie’s served as the keynote speaker and discussed his top wine picks for 2005, what to look for in collecting wine and the importance of proper wine storage. Thirty reporters attended the press event and more than 110 stories were written about the Wine Vault in publications including USA Today, Chicago Tribune, Food & Wine, Bon Appetit and Newsweek, reaching 23 million readers.