{"id":13021,"date":"2026-07-27T16:51:25","date_gmt":"2026-07-27T16:51:25","guid":{"rendered":"https:\/\/popupagency.com\/?p=13021"},"modified":"2026-10-03T08:39:56","modified_gmt":"2026-10-03T08:39:56","slug":"allegro-cellars-grammy-museum-block-party","status":"publish","type":"post","link":"https:\/\/popupagency.com\/index.php\/2026\/07\/27\/allegro-cellars-grammy-museum-block-party\/","title":{"rendered":"Allegro Cellars: Grammy Museum Block Party"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"13021\" class=\"elementor elementor-13021\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4ccf7daf e-flex e-con-boxed e-con e-parent\" data-id=\"4ccf7daf\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-4eac44f e-con e-atomic-element e-flexbox-base e-d9c5ce2 \" data-id=\"4eac44f\" data-element_type=\"e-flexbox\" data-e-type=\"e-flexbox\" data-interaction-id=\"4eac44f\" data-e-type=\"e-flexbox\" data-id=\"4eac44f\">\n    \t\t<div class=\"elementor-element elementor-element-45603f2 elementor-widget elementor-widget-media_masonry_98f877cd\" data-id=\"45603f2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"media_masonry_98f877cd.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"angie-masonry-grid-98f877cd\"><div class=\"angie-masonry-item-98f877cd size-2x2\"><video src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/07\/Allegro-Cellars-1-MIN-VIDEO-FINAL.mp4\" autoplay muted loop playsinline><\/video><\/div><div class=\"angie-masonry-item-98f877cd size-1x1\"><img decoding=\"async\" src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/07\/db4038_a9e7b66079fd47ac8ad7c8749624e277-mv2-1.jpg\" alt=\"Allegro Cellars ambassador holding wine bottles beside a baseball field.\" loading=\"lazy\" \/><\/div><div class=\"angie-masonry-item-98f877cd size-1x1\"><img decoding=\"async\" src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/07\/AllegroBlockParty_023.jpg\" alt=\"Allegro Cellars bottles and cans chilled in a flower-trimmed ice bucket.\" loading=\"lazy\" \/><\/div><div class=\"angie-masonry-item-98f877cd size-1x1\"><img decoding=\"async\" src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/06\/IMG_4739-scaled.jpg\" alt=\"Guests posing outside the colorful Allegro Cellars mobile tasting experience.\" loading=\"lazy\" \/><\/div><div class=\"angie-masonry-item-98f877cd size-1x1\"><img decoding=\"async\" src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/07\/allegro2-56-1628b3398-1600.webp\" alt=\"Guests gathering around the illuminated rooftop garden at the Allegro Cellars GRAMMY Museum block party.\" loading=\"lazy\" \/><\/div><div class=\"angie-masonry-item-98f877cd size-1x1\"><img decoding=\"async\" src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/07\/allegro2-48-5d52b8aa5-900.webp\" alt=\"Leli Hernandez and dancers performing beside a DJ at the Allegro Cellars rooftop block party.\" loading=\"lazy\" \/><\/div><div class=\"angie-masonry-item-98f877cd size-1x1\"><img decoding=\"async\" src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/07\/allegro2-96-774bbc4891-1200.webp\" alt=\"The Allegro Cellars rooftop stage with citrus-inspired decor and the Downtown Los Angeles skyline.\" loading=\"lazy\" \/><\/div><div class=\"angie-masonry-item-98f877cd size-1x1\"><img decoding=\"async\" src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/07\/AllegroBlockParty_070.jpg\" alt=\"Guests sharing a moment together at the Allegro Cellars block party.\" loading=\"lazy\" \/><\/div><div class=\"angie-masonry-item-98f877cd size-1x1\"><img decoding=\"async\" src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/07\/Violet-Camacho-Liz-Gonzalez8-scaled.jpg\" alt=\"Guests posing in front of a flower-covered event backdrop.\" loading=\"lazy\" \/><\/div><div class=\"angie-masonry-item-98f877cd size-1x1\"><img decoding=\"async\" src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/07\/43c3cb85-9fce-4569-9708-a4149451cdea-scaled.jpg\" alt=\"Allegro Cellars wine bottles, branded caps and printed materials on a display table.\" loading=\"lazy\" \/><\/div><div class=\"angie-masonry-item-98f877cd size-1x1\"><img decoding=\"async\" src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/07\/allegro2-40-51690b443a-1200.webp\" alt=\"Leli Hernandez performing at the Allegro Cellars block party on the GRAMMY Museum rooftop.\" loading=\"lazy\" \/><\/div><div class=\"angie-masonry-item-98f877cd size-1x1\"><img decoding=\"async\" src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/07\/AllegroBlockParty_082.jpg\" alt=\"A guest posing in front of the colorful Allegro Cellars bottle mural at the block party.\" loading=\"lazy\" \/><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n<\/div>\n\t\t<div class=\"elementor-element elementor-element-53d1735d elementor-widget elementor-widget-text-editor\" data-id=\"53d1735d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<h2 style=\"color: #fff; margin: 12px 0 18px;\">A wine brand with a place in culture.<\/h2><p style=\"margin: 0 0 18px;\">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.<\/p><h2 style=\"color: #fff; margin: 36px 0 18px;\">A program across occasions and markets.<\/h2><p style=\"margin: 0 0 18px;\">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.<\/p><p style=\"margin: 0 0 18px;\">POPUP\u2019s 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.<\/p><h2 style=\"color: #fff; margin: 36px 0 18px;\">An ongoing relationship with the audience.<\/h2><p style=\"margin: 0 0 18px;\">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.<\/p><p style=\"margin: 0 0 16px;\"><a href=\"https:\/\/www.prnewswire.com\/news-releases\/allegro-cellars-brings-new-energy-to-wine-for-hispanic-consumers-through-the-allegro-block-party-featuring-multi-talented-star-leli-hernandez-301598760.html\">Read the original GRAMMY Museum Block Party announcement \u2197<\/a><\/p><section class=\"pua-recap-film\" style=\"margin: 32px 0;\"><h2 style=\"color: #fff; margin: 0 0 18px;\">Watch the experience<\/h2><p><video style=\"display: block; width: 100%; max-height: 580px; background: #000; border-radius: 12px;\" poster=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/07\/db4038_a9e7b66079fd47ac8ad7c8749624e277-mv2-1.jpg\" preload=\"none\" controls=\"controls\" width=\"300\" height=\"150\" aria-label=\"Project recap film\"><source src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/07\/Allegro-Cellars-1-MIN-VIDEO-FINAL.mp4\" type=\"video\/mp4\" \/>Your browser does not support embedded video.<\/video><\/p><\/section><p style=\"margin: 24px 0 16px;\"><a href=\"https:\/\/popupagency.com\/index.php\/services\/\">Explore our experiential design and production services \u2197<\/a><\/p><p style=\"margin-top: 28px; padding-top: 18px; border-top: 1px solid #4b4e46; font-size: 16px;\"><strong>Want to learn more?<\/strong> <a href=\"mailto:PopUp@popupagency.co?subject=Request%20access%20to%20the%20POPUP%20deck%20and%20case%20study%20library\">Request access to our deck and case study library \u2197<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>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 [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":13151,"comment_status":"open","ping_status":"open","sticky":false,"template":"elementor_theme","format":"standard","meta":{"_angie_page":false,"page_builder":"","footnotes":""},"categories":[38],"tags":[],"class_list":["post-13021","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pov-case-studies"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Allegro Cellars \u2014 Wine discovery through culture | POPUP<\/title>\n<meta name=\"description\" content=\"A completed program brought Allegro Cellars into food, music and community settings, culminating in the Leli Hernandez block party at the GRAMMY Museum in Los Angeles.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/popupagency.com\/index.php\/2026\/07\/27\/allegro-cellars-grammy-museum-block-party\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Allegro Cellars \u2014 Wine discovery through culture | POPUP\" \/>\n<meta property=\"og:description\" content=\"A completed program brought Allegro Cellars into food, music and community settings, culminating in the Leli Hernandez block party at the GRAMMY Museum in Los Angeles.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/popupagency.com\/index.php\/2026\/07\/27\/allegro-cellars-grammy-museum-block-party\/\" \/>\n<meta property=\"og:site_name\" content=\"POPUP Agency\" \/>\n<meta property=\"article:published_time\" content=\"2026-07-27T16:51:25+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-10-03T08:39:56+00:00\" \/>\n<meta property=\"og:image\" 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