Tesco gets experiential with pop-up wine bar
Pop-up brand experiences are one of this year’s top experiential trends. A tried and tested form of marketing, pop-ups can deliver enormous brand value. When executed well.
Although temporary by their very nature, pop-ups offer great opportunities for consumers to try a brand’s products in a personalised setting. They also have the potential to kickstart long-lasting brand relationships.
This month supermarket chain Tesco branched out into the pop-up space with their own branded wine bar. And they certainly did it in style.
Tesco took over an art gallery in the heart of Soho for the experience, which offered visitors the chance to sample the supermarket’s entire list of Finest wines.
Grouped into categories such as ‘crisp’, ‘exotic’ and ‘fruity’, visitors to the bar could choose from nearly 50 wines on offer. With minimalist decor and subtle branding, the immersive pop-up went far beyond the traditional Tesco in-store sampling experience, adding extra depth to the established brand.
Targeted at amateur wine drinkers rather that the seasoned connoisseur, knowledgeable brand ambassadors were on hand to advise visitors about each and every wine and to make recommendations based on individual taste.
Open for only two weeks, the pop-up generated a big buzz for the retailer with many people taking to social media to share their experience using the hashtag #finestwinebar. Take a look for yourself:
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.