Estrella Damm Inedit is credited as the first beer created to pair with food. Bold statement, if it weren't coming from Ferran Adriá, widely recognized as one of the world's premier chefs, responding to the need for a premium beer that could be served at the tables of the world's finest restaurants. Thus, Inedit was born.

Media Placements

Food Public Relations - Launch PR - 5W PR

STRATEGY

5WPR tapped Blue Hill restaurateur Dan Barber, who had been recently recognized on the TIME Magazine 100 List and was named Top Chef at the James Beard Awards, to host Ferran Adriá at a media event to introduce Inedit to the U.S. The dynamic duo - the world's top chef and the country's top chef - made for the most sought-after photo opportunity. The special Inedit event at Blue Hill was considered one of the hardest 'foodie' tickets in town.

Further, to complement the maverick, avant-garde spirit of the proceedings, 5W decided to limit all event photos taken for the event to black & white to enhance and distinguish the media pick-up and further create an artistic look.

RESULTS

Florence Fabricant and Eric Asimov of The New York Times, Food & Wine, Gourmet, Saveur, Wine Spectator, Bon Appétit, GQ, Food Arts and many others were among the elite Who's Who that attended and covered the launch

As a result of 5W's efforts, the new fine dining beer received rave reviews with glowing coverage from the likes of:

  • The New York Times
  • Los Angeles Times Magazine, Wine Spectator
  • Travel + Leisure
  • Modern Brewery Age
  • Beverage Dynamics, Cheers
  • Chicago Tribune
  • Food & Wine
  • Gourmet
  • Newsday
  • Style.com
  • and more