Project location: Across the United States · Prepared by POPUP from the project archive in October 2026.
Rabble's wine program connected a first taste with contemporary art and the communities around it. Partnerships with venues and creative organizations gave recurring gatherings a shared brand character over time.
How can a brand connect repeated activations into a coherent program?
A first taste creates an introduction. The setting gives people a reason to remember it. For Rabble, art and the communities around it gave wine discovery a distinctive context.
Bring the wine into the spaces where contemporary street art and culture are made and shared. Connect artist-led gatherings, Earth Month campaigns and recurring tastings through a recognizable Rabble presence.
Earth Day · Museum of Graffiti
Earth Day became a recurring occasion for Rabble to bring wine, art and community together. At Miami’s Museum of Graffiti, the gathering connected the brand’s visual identity with a venue full of character.
Earth Day · Miami 2024
At Smorgasburg Miami and Wynwood Walls, Rabble’s Earth Day weekend brought wine, live art and music into the city’s creative community.
Interscope House · Coachella
At Interscope House in 2023, Rabble paired a dedicated rosé bar with artist-painted bottles. The partnership continued into 2024, with a separate edited recap in the film library; two chapters in the brand’s presence during Coachella.
Wynwood Walls · Art Basel week
POPUP originated and negotiated Rabble’s Wynwood Walls partnership, placing the wine within an Art Basel week activation whose opening night featured Fatboy Slim. A branded bar gave guests a place to discover Rabble amid the art and music.
Secret Walls
POPUP originated and negotiated Rabble’s partnership with Secret Walls, connecting wine discovery with a community built around live art and creative expression. Branded wine service and artist-led details brought the collaboration into the guest experience.
Earth Month · Nationwide
A nationwide Earth Month program brought Rabble to Boston, New York, Austin, Denver, Southern California and Miami over the years. Local tastings connected the wine with each community; Boston is one example of the wider program.
Street Art After Dark
Rabble’s branded bar and staffed wine service brought product discovery into an evening art setting. It was another occasion for guests to encounter the brand within the creative community.
Smorgasburg · Beyond Earth Day
POPUP originated and negotiated the Smorgasburg partnership, creating recurring opportunities for Rabble to meet the market’s audience. The program extended beyond Earth Day into ongoing activations with branded wine service and personal product discovery.
UP Magazine · Listen to Your Mother
An Earth Month partnership with UP Magazine brought original artwork, live painting, music and Rabble sampling to Brooklyn Art Cave. POPUP originated and negotiated the collaboration; UP curated and hosted the art program.
The planning lesson
Build a program around a clear cultural point of view, then evaluate each partnership against it. Repeated encounters should offer something specific to the audience. Shared presentation and service standards can connect the program without making every event feel identical.
Who delivered the experience
POPUP originated the activation ideas, identified the cultural opportunities and negotiated the partnerships across Rabble’s multi-year program; including Secret Walls, UP Magazine, Wynwood Walls and Smorgasburg. We then brought those ideas to life through branded environments, product sampling, staffing and event delivery.
What the experience made possible
The partnership connected wine discovery with cultural experiences people already cared about, giving Rabble a recognizable presence across recurring gatherings and creative collaborations.
Project questions
Where did the experience take place?
Rabble Wine: Across the United States.
What was the delivery scope?
Experiential strategy & concept development; Partnership origination & negotiation; Branded environments; Product sampling; Staffing & event delivery.
Explore related work
Further reading
For the wider event and campaign context:
