New Zealand wine brand visits multiple train stations with experiential activation
Brancott Estate, a Pernot Richard brand, has been surprising commuters in the past few weeks with a micro-vineyard popping up in multiple London train stations.
The vineyard comprised of 50 separate vines, which were over seven feet tall, giving visitors to the stations a very immersive experience!
Working with Cake, the brand experience agency part of the Havas Group, the idea behind the activation was to be the first to do something unexpected, a nod to the brand’s origins of being the first to plant Sauvignon Blanc in New Zealand in the early 1970’s. The vineyard popped up in London stations over July and August, starting off in King’s Cross, followed by visits to Waterloo, London Bridge and Paddington.
Commuters had the opportunity to walk through the micro-vineyard and sample a 100ml glass of wine. There were also “selfie spots” to encourage visitors to share their experience.
Maria Huete, wine ambassador for Pernod Ricard UK, said: “We’re really proud of the Brancott Estate Wines heritage and being the first to create Marlborough’s Sauvignon Blanc. We thrive on the unexpected and can’t wait for our micro-vineyards to surprise travelers on their way through the stations. Definitely not what you’d expect!”
Paul Glossop, spokesperson for the concept said “Brancott Estate asked us to produce a fun and unique sampling experience, so we developed a concept true to the brands roots and have delivered the unexpected – the ultimate Instagrammable Installation and immersive wine tasting experience that awakens the senses from source, in London.”
For original articles:
Campaignlive.co.uk – Pernod Ricard Creates Worlds First Train Station Micro-Vineyard
Metro.co.uk – London Commuters Assemble and Get Some Free Wine From These Pop-up Vineyards
Fieldmarketing.com – Cake Creates Worlds First Train Station Vineyard
Contact SpaceandPeople for more information on promotional space within high footfall London train stations.