MARKETING CHALLENGE
VIBRANT imagined a concept to bring the brand’s ethos to life (Expand your palate and your mind), taking the wine tasting experience from Napa (California) to urban centres and making the discovery of SALDO Wines accessible to a wider audience. Additionally, we helped pick the first city to host the newly-branded SALDO Collective event.
Solution
VIBRANT chose Washington, DC, for its diverse and cultured population and designed, produced, and hosted a three-week pop-up event at the heart of a lively neighbourhood (Logan Circle) in a venue with naturally high foot traffic. In a cozy branded lounge, we put together a premium wine tasting experience for locals, hosted by professional sommeliers, to introduce the brand in the most authentic way possible. True to the brand’s ethos of knowledge sharing, we offered a full calendar of inspiring workshops presented by local makers where participants could learn something new while enjoying a glass of SALDO wine.
Results
Over the course of three weeks (Thursday to Sunday), 1 700 people took part in the wine tasting experience, and nearly 120 signed up for the workshops. Locals, journalists, and influencers were charmed by the space. Additionally, the pop-up experience made it possible to sign up new wine club members.
Visitors were very pleased with the experience we brought to their neighborhood. We pampered our most engaged guests with additional tastings of special wines, usually reserved for wine club members and visitors to the Napa Valley Hospitality Center. This approach made the experience even more memorable and created an additional sense of exclusivity and luxury.
The venue, tastefully decorated in SALDO brand elements, made for a spectacular introduction to SALDO Wines.
Participants were greatly inspired by the makers, most of whom are highly engaged in the community. Their active participation in the workshops helped breathe life into the SALDO Collective and contributed to the activation’s success.
