Instgrammers Restore Israeli Winery

Carmel Winery, one of the oldest wineries in Israel, has made a splash into the 21st century. Noticing a disconnect between Millennials, the winery decided to try a new approach to their wine dinners.  The Winery teamed up renowned Chef Meir Adoni and ceramic designer Adi Nissani to produce FOODOGRAPHY, a series of events and workshops that present a culinary experiance that is picture perfect for Instagram.

foodography_Limbo-964x644Chef Meir Adoni of Tel Aviv’s Catit restaurant, created a visually stunning 5 course menu inspired by the color of red wine and composed of hard-to-source ingredients. The menu was then paired with one of a kind ceramics that create flawless backdrops to capture still photography as well as live videography. Adi Nissani created two pieces for the series, the first is the “360”, which includes a revolving platform and a stand to hold one’s smart phone. The second design is called the “Limbo” which also features a stand for one’s phone as well as a high backdrop to cut out background and interference. The final piece of the equation was having one of the country’s best food photographers on hand to host a smartphone food photography workshop during the dinner.

foodography_360-964x644The success of the series was extremely positive as the hash tag became trending on Instagram and the Winery was featured on the nightly news. In attendance were Michelin Star chefs, food bloggers, wine critics and food lover’s alike that all wanted to experience this interactive dining phenomenon. They series reached 20% of the countries population and increased the wineries sales by 13%.

The jury is out on Instagram’s place in the restaurant; many Chefs are flattered while others feel that it distracts the diner. Instagram can be a fantastic tool offering unlimited marketing and promotional potential when used correctly and in this case it appears that Carmel Winery has successfully found a way into the glasses of Instagramers.

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