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Beringer ‘Beckons’

Posted on  | August 26, 2015   Bookmark and Share
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Treasury unveils integrated creative campaign based on Instagram sensation.

An intimate group of media and influencers avoided a rainy evening on August 11th to get a behind-the-scenes preview of Beringer’s first-ever integrated creative campaign “Better Beckons,” inspired and curated by Instagram sensation Murad Osmann. Best known for capturing breathtaking photographs of his wife Nataly leading him all over the world, the couple has been able to amass an Instagram following of over 3 million with #FollowMeTo images of breathtaking destinations, each with her in front, reaching back to him. Joined by Murad and Nataly on a visit to New York City from their home country of Russia, winemaker Mark Beringer hosted a multi-course dinner for media and influencers at Little Park in the Smyth Hotel with top-shelf pairings from Beringer’s Distinction Series and Private Reserve collection. Wines tasted throughout the evening included the 2013 Luminus Chardonnay with a selection of passed hors d’oeuvres; 2013 Private Reserve Chardonnay paired with an arctic char with melon and pickled grapes; 2013 Knights Valley Cabernet Sauvignon paired with a bowl of girandole with duck, salumi and crispy herbs; 2012 Quantum Red Blend and 2012 Private Reserve Cabernet Sauvignon (not yet released nationally) with grass-fed striploin; and the 2008 Nightingale Sauvignon Blanc/Sémillon paired with a fromage blanc cheesecake with fresh berries. 

Overlooking the Pacific Ocean, Murad and Nataly Osmann posed several different photos to add to the “Better Beckons” campaign for Beringer


With an emphasis on first-person perspective, “Better Beckons” visuals are straightforward, simple and elegant, while the subject matter is bright, colorful and wishful. Phtographed at iconic U.S. locations including Beringer Vineyards in Napa Valley, the Golden Gate Bridge in San Francisco, and a New York City rooftop to capture the iconic skyline, key elements in each visual give a nod to Beringer’s American heritage. The ad campaign will go live in print, digital and social media starting September 29th, 2015.  




Maxim Pakhomov, Hype Productions; Nataly Osmann; Murad Osmann; Mark Beringer, Beringer Vineyards; and Seth Hynes, Beringer Vineyards










Murad and his wife shot photos in different locations around Northern California, including the Beringer Vineyards in the Napa Valley










Guests enjoyed a multi-course pairing dinner with wines from Beringer’s reserve portfolio, including the not-yet-released 2012 Private Reserve Cabernet Sauvignon










Seth Hynes; Elizabeth Hooker, Treasury Wine Estates; and Mark Beringer


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