Scarborough Wine Co. hosts Australia’s first Winery InstaMeet in the Hunter Valley
Announcement posted by Scarborough Wine Co 22 Oct 2015
For Immediate Release 22 October 2015
Scarborough Wine Co. hosts Australia’s first Winery InstaMeet in the Hunter Valley
Australia’s very first Winery InstaMeet attracted more than 60 influencers at Scarborough Wine Co. in the Hunter Valley last weekend. A growing phenomenon across Australia, an InstaMeet sees a group of Instagrammers join forces at a pre-organised location to take photos and videos to post on their social media accounts.
Instagram is one of the fastest-growing social platforms in Australia with more than five million monthly users and boasts growth of over 30% in the last year. Scarborough Wine Co. took up the opportunity to connect with a distinct group of enthusiasts and share its Hunter secrets.
Instagrammers were divided into two groups to experience the vineyard and the winery locations of Scarborough Wine Co. The first group was shepherded by Scarborough viticulturist Liz Riley on a walking tour through the Gillards Road Chardonnay Vineyard. The second group was guided by winemaker Jerome Scarborough at Scarborough on Hermitage (its second cellar door and winery), where they tasted three iterations of the 2015 Chardonnay, each one maturing in a different-aged French oak barrel. Back at the Gillards Road location, Instagrammers enjoyed lunch prepared by Andy and Janet Wright of The Cellar Restaurant while taking in one of the most scenic vineyard vistas of the valley.
The hashtag from the weekend, #myhuntersecret, has reached 637,140 people*, with 210 photos shared, 1593 comments on photos, 52,708 likes and almost two million impressions generated. Momentum continues to gather as more consumers follow and interact with the content that was shared – https://instagram.com/explore/tags/myhuntersecret.
Sally Scarborough says, “It was fabulous to see so many people engaged in the stories about the winery and the vineyards and learn more about the Hunter Valley. We saw this as a great opportunity to reach a different group of wine, food and photography enthusiasts and with the input from our group of influencers, we have seen not only amazing images, the reach of these images has extended far beyond our expectations. We are thrilled with the outcome of our very first InstaMeet and loved the opportunity to explain more about Scarborough, why now is a special time in the vineyards and showcasing the sights of the Hunter Valley.”
A number of Australia’s top instagrammers were in attendance over the weekend and actively engaged in the event, including Matthew Vandeputte (@matjoez), Emilie Ristevski (@helloemilie), Jason Charles Hill @jasoncharleshill, Rob Mulally (@RobMulally), Grace Picot (@shotbygrace) and Laura McWhinnie (@thisislandlife).
* Source: Hashtracking.com.au – 14/10- 21/10/2015
About Scarborough Wine Co
Scarborough Wine Co. was founded by Ian and Merralea Scarborough in NSW’s Hunter Valley in 1987. A proudly family-owned and operated company, Scarborough Wine Co. has been led by Ian since he first made wine 28 years ago, but these days his children Jerome and Sally Scarborough are taking their place as 2ndgeneration vignerons. The Yellow Label Chardonnay continues to flourish as Scarborough Wine Co.’s most recognised wine – a style for which the family is renowned. Its range of wines is available at its two Hunter Valley cellar doors, restaurants throughout Sydney and major capital cities, fine wine retailers and online at www.scarboroughwine.com.au.
For more information, images or to arrange an interview, please contact Sally Scarborough – email Sally@scarboroughwine.com.au or phone 02 4998 7563.