Rabble Wine · Strategic partnership
A strategic partnership connecting wine discovery with art, music and community across the United States.
- Location
- Across the United States
- Project
- Multi-year partnership
The opportunity
Build a place for the brand in culture.
Drive product trial and build cultural awareness by placing Rabble within the new-school art world.
The program put wine discovery into places where street art, music and community already brought people together. A recognizable Rabble presence connected those settings, while each artist, partner and audience gave the experience its own character. Over time, seasonal campaigns and recurring gatherings created further opportunities to encounter the brand.
What we did
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.
- Experiential strategy & concept development
- Partnership origination & negotiation
- Branded environments
- Product sampling
- Staffing & event delivery
Recurring cultural moments
Give Earth Month a recurring role.
At the Museum of Graffiti in Miami, Rabble’s 2023 Earth Day gathering brought wine discovery into an exhibition and a creative community. In 2024, Smorgasburg Miami and Wynwood Walls provided further settings for live art, music and tasting. Earth Month became a recurring chapter within the wider relationship, with each setting shaping the experience.
Partnerships with purpose
Originate partnerships with a shared point of view.
POPUP originated and negotiated collaborations with Secret Walls, UP Magazine, Wynwood Walls and Smorgasburg. These relationships connected Rabble with communities already gathering around art and culture. The 2025 Listen to Your Mother event at Brooklyn Art Cave brought original artwork, live painting, music and wine sampling together; UP Magazine curated and hosted the art program.
The impact
A lasting place in art, music and community.
The partnership connected wine discovery with cultural experiences people already cared about, giving Rabble a recognizable presence across recurring gatherings and creative collaborations.
UP Magazine curated and hosted the Brooklyn art program. Interscope House was independently hosted, with POPUP delivering the Rabble activation within the event.
