Wooing wine connoisseurs for GE Monogram

GE Monogram turned to Padilla Speer Beardsley when it wanted to woo affluent consumers with its Walk-In Wine Vault.

Wine cellars are among the most-requested amenities in new million-dollar homes, so market leader GE Monogram developed the innovative vault. It holds 1,100 bottles, features an electronic inventory-management system and retails for around $30,000.

Partnering with Christie's Auction House in Manhattan, Padilla provided a venue for members of the media to experience the Wine Vault first-hand. Richard Brierley, head of North American Wine Sales for Christie's, served as the keynote speaker. He discussed his top wine picks for 2005, offered pointers for assembling a wine collection and explained the importance of proper wine storage.

Thirty reporters attended the Christie's event, and news about the Wine Vault reached more than 23 million readers of USA Today, the Chicago Tribune, Food & Wine, Bon Appetit, Newsweek and more than 100 other publications.