trnd project handbook
Freixenet ICE
The newest and most refreshing
way to drink cava.
trnd
project
Project blog: www.trnd.co.uk/freixenet
Contact: [email protected]
Getting to know trnd
and Freixenet ICE
Your trnd starter kit
To get us started, we have a trnd starter kit that contains the following:
Welcome to our sparkling new project with Freixenet ICE.
For you:
3x Bottles of Freixenet ICE (to share with friends)
1x Project handbook
1x Freixenet ICE booklet
To pass on to friends, colleagues and neighbours:
Research sheets to ask your friends and family about the product.
And don‘t forget to share your bottles with pals too.
If you’re looking to make the most of the sunshine, then you’re
in the right place. The bubble experts at Freixenet have created
a new and improved way to enjoy cava – served over ice with
a sprig of mint. It’s the perfect drink for long and lazy summer
days.
As a team of 1,000 trndsters we plan to:
• Try Freixenet ICE Cava and experience the newest and most
refreshing way to drink bubbles.
• Share our opinions in 3 online surveys.
• Spread the word about Freixenet ICE - while in the sunshine
with our friends.
• Gather up lots of different opinions, ideas and suggestions
from friends and family and share them with the brand.
Head over to the blog and let’s discuss
our thoughts on Freixenet ICE:
www.trnd.co.uk/freixenet
You can send any questions you
have about the project to:
[email protected]
Sunny season
The perfect serve
We love this time of year; the sunshine, the light nights, the
BBQs. If only it could last for 365 days…
If you’re looking for the perfect serve this summer then look
no further.
Freixenet ICE is the stylish new way to consume your bubbles.
If you already love a glass of fizz then get ready to raise it to the
next level by following the simple instructions below.
You will need:
When the sun rears her pretty head on good old Blighty, we’re
quite particular about our beverages - they have to be perfectly
chilled and gloriously refreshing.
• Freixenet ICE
• 1 x wine glass
• 3 x chunky ice cubes
• 1 x sprig of mint
Method:
Add ice cubes to your glass, pour over lashings
of refreshing Freixenet ICE and add a sprig of
mint.
Luckily, we have the perfect answer to your quaffing conundrums,
whatever the season, in the form of Freixenet ICE Cava.
“
Et voila (or y aquí to use the Spanish equivalent)!
Your perfect summer serve.
Tasting Notes:
Fine bubbles combined with a nose of
peaches, ripe pears, flowers and nuances
of tropical fruits. The palate is creamy yet
sweet with a long finish.”
Don’t worry about the odd rainy day (there are bound to be a
few unfortunately), whatever the weather outside, Freixenet ICE
Cava is sure to bring the taste of Spanish sunshine to our shores.
What makes Freixenet ICE
different?
So you love the idea of Freixenet ICE but you wouldn’t want to
impair the flavour of your favourite drink, right? Don’t worry,
they’ve thought of that – Freixenet ICE has been specially
blended to work perfectly with ice – it’s a new dimension in cava.
Project schedule
1
Time to get testing
Once your starter kit arrives, why not invite a couple of friends around to open it
with you? That way you’ve started to spread the word straight away. Together you
can read the info and sample the wonderfully refreshing Freixenet ICE.
Capture the moment.
Take photographs of the first pop and capture the initial reactions. You can
upload your photos to www.trnd.co.uk/freixenet
Want to upload your photos to Facebook, Instagram or Twitter, too?
Great! Make sure to tag @FreixenetUK and use the hashtags #FreixenetICE and
#CavaIceMint so the lovely Freixenet folks can see you enjoying their cava!
2
Produced using the same traditional method as Champagne,
Freixenet ICE has a premium twist. The wine makers have mixed
the cava to be richer, which balances the chill of the ice so that
the taste of the wine is not diluted.
Classic cava grapes (including indigenous Spanish grapes Macabeo,
Xarel-lo and Paradella) have been blended with the Chardonnay
grape for a richer consistency and slightly sweeter style, perfect to
be enjoyed in a large wine glass over chunks of ice.
All that’s left to do is add a sprig of mint!
Have your say
You can send us your opinion on Freixenet ICE via two online surveys that will
take place during the four weeks of the project:
• There’s an initial survey (which will be online soon)
• And a final survey
We’ll be sure to send you reminders via email when each survey is live.
A few tips to help you
get started
3
Spread the word about Freixenet ICE
If you’re smitten with the newest way to serve your cava, let people know what
you think of this refreshingly different product.
Spreading the word is simple – invite friends over to check out your starter kit
and impress them with some of the interesting insights you get over the next few
pages.
In this project guide we’ve made a list of possible ways to spread the word but
you’ll probably have the best ideas yourself so be sure to share them with us all
on the blog: www.trnd.co.uk/freixenet.
4
Your contributions
You’re acting as a one-person product researcher.
In your starter kit you’ll find a number of ‘spread the word!’ sheets, we want you to
share these out amongst your friends and colleagues and collect their opinions in
return.
Be sure to share some of the info that you’ve learnt from this booklet too, for
example, did you know that the Freixenet company started with a kiss? There’s
much more where that came from!
We’re so excited to get started on this project with you. In order
for us all to contribute effectively, we’ve laid out a couple of
guidelines that should be very easy to follow.
Be open!
Be completely upfront about the fact that you’re
taking part in this campaign and that you’re testing
out the products as part of a word-of-mouth
campaign with trnd. We want you to be honest
with your friends – we’re not trying to make
you into secret sales people – simply share your
opinions on the product and say how you got
your bottles of Freixenet ICE.
Be yourself!
Don’t overdo it! We just need you to tell your
friends what you think of the product and to get
their opinions too. We’d be really pleased if you
love the product but we’re not asking you to do
the hard sell!
Like you, your friends should have a personal
opinion about Freixenet ICE and we’ll be waiting
to know what you all think!
Ideas for spreading
the word
a big part of your job as a trnd team member is to spread
the word about the great new way to consume Freixenet ICE.
over the next couple of pages, we’ve included a few ideas
to get you started but you’ll probably have the best ideas
yourself so please do share them on the project blog!
www.trnd.co.uk/freixenet
A tapas and Freixenet fiesta
Mud, queues and questionable food – there are a lot of ups
when it comes to attending a festival but a fair share of
downs too. If you want all the fun of the festival but with
the sophistication of a garden party, why not hold your own
Freixenet fiesta?
Invite a group of your closest pals and let them know that you’re
holding a refined Freixenet fiesta. Crank up the tunes, ensure
there’s plenty of ice and mint for your Freixenet and prepare
some tapas for your guests.
Here are just a few simple tapas ideas, you can find plenty more
online.
Marinated olives.
Don’t cut corners and go for shop bought,
simply marinate your olives in their own oil with
plenty of garlic and paprika thrown in.
Spanish omelette.
It’s a classic dish. Boil and slice your potatoes
before layering onto the bottom of a baking dish
and then smothering with omelette mix and
baking – delish!
office drinks
Okay, you can’t exactly pop open a bottle of Freixenet ICE in the
middle of your Monday morning conference call but how about
inviting your work pals over to yours for post-work drinks?
Included in your kit is a Freixenet ICE handbook which includes
the perfect way to serve Freixenet ICE – along with a cocktail
recipe or two – bring it out on your lunch break and let your
colleagues know about the new way to drink your bubbles! Then,
next time you fancy a drink after work, invite your pals over to
try the new way to drink fizz this summer.
Serrano ham wrapped plums.
The clue is in the title! Cover your in-season
plums with Spain’s smoky, salty ham for a
mouth-watering treat.
Lay the food out on trays and let your guests help themselves.
Be sure to serve with plenty of Freixenet ICE. Served the perfect
way, over ice and with a sprig of mint.
Let your friends know that the aim of the party is to spread the
word (and the love) about Freixenet ICE and ask them to fill in a
‘spread the word’ sheet before they leave.
A sparkling cocktail
competition
Got a free weekend on the horizon? Why not hold a Freixenet
cocktail competition? You provide the bubbles, your pals provide
the sparkling conversation!
You should supply the basics – the Freixenet ICE and ice cubes,
the glasses, a cocktail shaker etc. Ask your friends to each bring
a secret fruity cocktail ingredient and get creating. Here’s one from the professionals to get you started:
The Garden of Eden:
Ingredients:
• Cucumber
• 20ml lemon juice
• 20ml apple juice
• 15ml of elderflower juice
• Freixenet ICE Cava
• Blend the fruit juices together in a shaker first
then top up the glass with ICE Cava and garnish
with cucumber - delicious!
The process
Freixenet HQ resides in cava country, otherwise known
as the Penedès, which is southwest of Barcelona. It is a
landscape of rolling hills, rich red soil and long hours
of sunshine – throw in a pool and it’s basically our ideal
holiday destination! So how is Freixenet made? Learn more about the skilled process
that is used to create your refreshing bottle of Freixenet ICE.
• The Freixenet experts begin by fermenting the
wine not once but twice and then placing on
special racks at a 45 degree angle so that the
yeast sediments can collect in the neck of the
bottle.
• The experts rotate the bottles regularly during
the ageing process which causes the sediments
to slowly settle in the neck of the bottle.
• After ageing, the sediments are removed through a process
called disgorging. Bottles are then topped off with the original
base wine, and sugar is added, a practice referred to as dosage,
before being corked, labelled and packed for shipment.
• The ageing process takes between one and five years.
Once your friends have created their masterpieces you can give
each other a mark out of 10, think ‘Come Cocktail With Me’. The
winner gets the professionally inspired ‘Garden of Eden’ cocktail
that you created earlier!
Make sure your friends know that you’re taking part in this
project and that Freixenet ICE is the most refreshing way to
enjoy your cava this summer.
• The double fermentation process ensures the highest quality wines
with more layers of complexity and fruit flavours in the wine.
Freixenet sparkling wine has always been made in this traditional
process and delivers consistent quality in every bottle.
The Freixenet Story
Like all good stories, the history of Freixenet
began with a romance. When Dolores Sala Vive
fell in love with and married Pedro Ferrer-Bosch
in 1911, Freixenet was born. Dolores’ in-depth
knowledge of winemaking, together with Pedro’s
entrepreneurship, created the foundations of
today’s company.
Fast forward to 1930 and Freixenet was on its
way to becoming a global brand. Pedro and
Dolores expanded their horizons and opened
a branch in New Jersey. Well, as Dolores said,
‘celebration is something for people all over the
world’.
In the 1970s Freixenet launched their iconic Cordon Negro black
frosted bottle – everyone seemed enamoured and Freixenet
saw a huge surge in popularity.
The Freixenet range
Freixenet ICE is the newest and most refreshing way to drink
cava, it also acts as the latest in a long line of delicious cava
variations from Freixenet.
Cordon negro
Cordon Negro is undoubtedly Freixenet’s most iconic and recognisable
cava. Cordon revolutionised cava making and allowed Freixenet to become
the world-wide brand it is today.
Cordon Rosado
Cordon Rosado is the vibrant pink partner of Cordon Negro. Two charming
Spanish red grape varieties, Trepat and Garnacha, give Cordon Rosado its
subtle hue. Expect a pop of summer fruits in every sip!
By 1980 Dolores’ youngest son, Jose was in charge. Jose was
a brainy chap and thanks to his tech-savvy innovations and
ingenious marketing ideas he grew the company into the
world’s leading producer of quality sparkling wine.
By 2000 a whopping 200 million bottles had been produced
and Freixenet accounted for over half of all Spanish
sparkling wine production. With José now semi-retired,
his son Pedro is at the helm.
Elyssia Gran Cuvée
Elyssia (which means heavenly) is a premium cava that is ‘Refined,
sophisticated and smooth’. The award-wining Elyssia Gran Cuvée is
a distinguished blend that combines the best regional varieties with
Chardonnay and Pinot Noir.
Today, Freixenet is sold in over 100 countries. The fifth
generation of the family now run the company and
they are still just as passionate about making the best
possible cava.
Freixenet ICE is the latest cava revolution from the story
that started with a kiss.
Elyssia Pinot noir
A Rosado filled with finesse, and ripe with elegance. Don’t even think about
hosting a dinner party without serving this to your guests on arrival!
www.trnd.co.uk/freixenet