The SOMM Journal

February / March 2016

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58 { THE SOMM JOURNAL } FEBRUARY/MARCH 2016 tives in London and China, Miami became the obvious choice for the U.S. launch of this exciting campaign. "Miami is a play- ground for the global luxury consumer," explains Kim. "The city has a wonderful balance of local wealth and tourist wealth. Locally, you have individuals like Alan Faena who is almost singlehandedly changing the tide through his ambitious and impressive real estate project." Helping to bring in the aforementioned luxury consumers are events like the Art Basel show—a three-day-long extravaganza of art that attracts the world's preeminent artists, designers, celebrities and all around lovers of the finer things in life. "Although the effects from our Miami focus initiative will be yearlong," explains Luvera, "beginning with Art Basel week and the holiday season, it is really a timely moment to talk about this important luxury market." Hervé Deschamps, Cellarmaster at Perrier-Jouët, attends the VNH Gallery Dinner at L'Eden. { events } THE EVENTS "Art Basel is a wonderful kickoff point for these brands," explains Kim, "And from Thanksgiving on, we get the snowbirds– it really is the start of the 'season.'" With the locally supported glitz and glam- our surrounding these events, it is clear to see why they call Miami the "Magic City." CREDIT: TORY STOLPER/GETTY IMAGES FOR PERNOD RICARD USA ➜ LOCATION: SOHO HOUSE ➜ EVENT: CIGAR PAIRING MENU FEATUR- ING ROYAL SALUTE, CHIVAS AND THE GLENLIVET "We are constantly trying to find creative ways to reach our consumer," says Kim. "Miami has a lot of outdoor space, and a pretty vibrant cigar culture, so we worked with them to feature pairings with the superstars of our Scotch portfolio." "Additionally, we activated a cigar pairing program with Chivas 25 at Cantina La Veinte here in Miami," adds Luvera. Model Toni Garrn hosts Maiyet dinner at L'Eden by Perrier-Jouët Katie Holmes attends L'Eden by Perrier-Jouët CREDIT: TORY STOLPER/GETTY IMAGES FOR PERNOD RICARD USA CREDIT: TORY STOLPER/GETTY IMAGES FOR PERNOD RICARD USA

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