There’s no place like home when it comes to relaxing with a glass of wine, and that’s exactly what California-based luxury wine maker Meiomi offered consumers during its four-city sampling tour, which wrapped at the New York City Wine and Food Festival in October. Anchored by a handcrafted 20-foot by 20-foot structure designed to look like a coastal California bungalow, the activation placed attendees in the environment in which they were most likely to kick back with a drink. And drink they did, uncorking more than 30,000 samples over the course of the brand’s first major experiential campaign.
Homey touches inside the structure included elegant, coastal-themed kitchen and living room elements, rustic barn doors, wine-stained (in a good way) detailing along the doorway and windows designed in the shape of Meiomi’s bottle labels. When attendees weren’t admiring the décor, they could participate in a vineyard-themed photo activation and share it across social media, enter a sweepstakes or receive more information on Meiomi from brand ambassadors floating around the space.
“Meiomi is a brand that people have discovered and want to share,” says Clayton Seeto, director of event marketing at Constellation Brands, Meiomi’s parent company. “So the way we structured the house with three entrances to it was intriguing. When the doors were closed, people were like, ‘What is going on in there?’ It was a place people wanted to peek their head into; it was this surprise and delight moment.”
Two “hunks of cheese” delivered additional surprise and delight moments. Known as the Cheese Twins, brothers Michael and Charlie Kalish served as brand influencers at each tour stop to help drive buzz around Meiomi’s pinot noir and chardonnay offerings. Hosting groups of 20 people at a time, the duo discussed their extensive travels around Europe, shared their passion for cheese (samples included) and educated attendees on how to properly pair wine and cheese.
“Our sampling opportunity at Meiomi is all about taste vs. traditional marketing like advertising and in-store promotion,” says Seeto. “It’s such a unique brand; it has cult-like status with many consumers. So for us, it’s a ‘try it and you’ll buy it’ kind of brand. It has a very unique flavor profile and that’s why we felt that the brand experience was the best tactic.” Agency: SoHo Experiential, New York City.