Project location: Boston · New York · Austin · Denver · Southern California · Miami · Project context: Multi-year program · Prepared by POPUP from the project archive in October 2026.
Rabble's Earth Month program took local forms across markets. The Boston example brought clear product presentation and personal conversation into a neighborhood bar, a different expression from the larger Miami art gatherings.
How can a recurring campaign theme work at different event scales?
A tasting becomes more memorable when it belongs to the place and occasion around it.
Keep one Earth Month theme across markets while adapting each tasting to its local venue and audience; Boston shows the smaller-scale format.
Earth Month · Nationwide
Across the years, POPUP brought Rabble’s Earth Month program into local markets through local events and product discovery. The Boston example shows the approach at an intimate scale: a tasting station, clear product presentation and personal conversation in a neighborhood bar.
Give each market its own setting
In Miami, Earth Day moved from the intimate tasting model to larger cultural settings. Smorgasburg brought Rabble into a food-and-art weekend; Wynwood Walls paired wine discovery with its mural-filled environment. The edited recaps on this page document these Miami activations, while the Boston photographs show a different expression of the program.
The planning lesson
Keep the theme recognizable while choosing the format for the venue. An intimate tasting can rely on conversation; a larger setting may need distinct gathering and service areas. The common thread should be the product encounter and the campaign's point of view.
Who delivered the experience
POPUP originated the Earth Month activation ideas, negotiated the partnerships and produced local experiences across the nationwide program, connecting product sampling with art and community.
What the experience made possible
The Earth Month program connected Rabble’s wider brand story with neighborhood venues and personal product encounters.
Project questions
Where did the experience take place?
Rabble Wine: Boston · New York · Austin · Denver · Southern California · Miami.
What was the delivery scope?
Concept development; Partnership origination & negotiation; Activation production; Product sampling & guest engagement.
