Allegro Cellars: Grammy Museum Block Party

Allegro Cellars ambassador holding wine bottles beside a baseball field.

Allegro Cellars bottles and cans chilled in a flower-trimmed ice bucket.

Guests posing outside the colorful Allegro Cellars mobile tasting experience.

Guests gathering around the illuminated rooftop garden at the Allegro Cellars GRAMMY Museum block party.

Leli Hernandez and dancers performing beside a DJ at the Allegro Cellars rooftop block party.

The Allegro Cellars rooftop stage with citrus-inspired decor and the Downtown Los Angeles skyline.

Guests sharing a moment together at the Allegro Cellars block party.

Guests posing in front of a flower-covered event backdrop.

Allegro Cellars wine bottles, branded caps and printed materials on a display table.

Leli Hernandez performing at the Allegro Cellars block party on the GRAMMY Museum rooftop.

A guest posing in front of the colorful Allegro Cellars bottle mural at the block party.

A wine brand with a place in culture.

As experiential agency of record for Allegro Cellars, POPUP developed a continuing program of tasting experiences and cultural partnerships. The work connected the Paso Robles wine brand with Hispanic audiences through music, food, sport and community.

A program across occasions and markets.

In Los Angeles, the program included the GRAMMY Museum Block Party and Grand Central Market activation weekends. Miami chapters brought Allegro into Hispanic Heritage concerts with the Miami Marlins, Art Basel weekend at Smorgasburg, CONCACAF watch parties at Wynwood Marketplace and Street Art After Dark at Wynwood Walls. The La Nueva Yo conference extended the program into the New York and New Jersey market.

POPUP’s role brought together experiential strategy, partnership development, event design, production and on-site activation. Each setting offered a different way to introduce the wine while maintaining a recognizable brand presence.

An ongoing relationship with the audience.

The program connected product discovery with occasions people already cared about. Rather than relying on a single launch, it gave Allegro recurring opportunities to meet consumers within cultural settings.

Read the original GRAMMY Museum Block Party announcement ↗