{"id":22012,"date":"2023-10-12T19:31:56","date_gmt":"2023-10-12T19:31:56","guid":{"rendered":"https:\/\/www.popupagency.co\/post\/uncorking-success"},"modified":"2026-10-01T04:33:15","modified_gmt":"2026-10-01T04:33:15","slug":"uncorking-success","status":"publish","type":"post","link":"https:\/\/popupagency.com\/index.php\/2023\/10\/12\/uncorking-success\/","title":{"rendered":"Wine and spirits experiences built around culture"},"content":{"rendered":" <style>body:has(.popup-legacy-batch2) .elementor-element-de682ad h1{font-size:clamp(34px,4.2vw,56px);line-height:1.08;letter-spacing:-.025em;max-width:23ch;margin:auto;color:#fff;text-wrap:balance} body:has(.popup-legacy-batch2) .popup-native-article{color:#e9ece5;font-size:18px;line-height:1.7;max-width:800px;margin-inline:auto} body:has(.popup-legacy-batch2) .popup-native-article h2{font-family:var(--e-global-typography-primary-font-family),sans-serif;color:#fff;font-size:clamp(27px,3vw,38px);line-height:1.15;letter-spacing:-.025em;margin:52px 0 22px} body:has(.popup-legacy-batch2) .popup-native-article p{margin:0 0 22px} body:has(.popup-legacy-batch2) .popup-native-article a{color:#dcf7bd;text-underline-offset:4px} body:has(.popup-legacy-batch2) .popup-native-article a:focus-visible{outline:2px solid #b4f64c;outline-offset:5px} body:has(.popup-legacy-batch2) .article-eyebrow{color:#b4f64c;font-size:11px;letter-spacing:.14em;text-transform:uppercase;font-weight:600} body:has(.popup-legacy-batch2) .article-lede{font-size:22px;line-height:1.5;color:#fff} body:has(.popup-legacy-batch2) .article-history,body:has(.popup-legacy-batch2) .article-credit{font-size:13px;color:#b1b8a9} body:has(.popup-legacy-batch2) .city-navigation{display:flex;flex-wrap:wrap;gap:10px 22px;border-top:1px solid #ffffff30;border-bottom:1px solid #ffffff30;padding:22px 0;margin:32px 0;font-size:14px} body:has(.popup-legacy-batch2) .article-next{border-top:1px solid #ffffff30;margin-top:44px;padding-top:24px;font-size:15px} body:has(.popup-legacy-batch2) .article-next a{display:inline-block;margin:0 24px 12px 0} body:has(.popup-legacy-batch2) .elementor-widget-theme-post-featured-image img{height:clamp(240px,48vw,680px);width:100%;object-fit:cover;object-position:center} @media(max-width:767px){body:has(.popup-legacy-batch2) .elementor-widget-theme-post-content{width:100%!important;padding:24px 20px 40px!important}body:has(.popup-legacy-batch2) .popup-native-article{font-size:17px;line-height:1.65}body:has(.popup-legacy-batch2) .article-lede{font-size:20px}body:has(.popup-legacy-batch2){background:#000}body:has(.popup-legacy-batch2) .elementor-location-header .elementor-element-22aeacf7{margin-bottom:0!important}body:has(.popup-legacy-batch2) .elementor-element-de682ad{width:100%!important;padding:0 20px!important;margin:48px 0 40px!important}body:has(.popup-legacy-batch2) .elementor-element-de682ad h1{font-size:34px!important;line-height:1.1;max-width:none}body:has(.popup-legacy-batch2) .popup-native-article h2[id]{scroll-margin-top:50px}} body:has(.popup-legacy-batch2) .elementor-widget-theme-post-featured-image{max-width:1000px;margin-inline:auto} body:has(.popup-legacy-batch2) .elementor-widget-theme-post-featured-image img{max-height:560px;object-fit:cover} .popup-legacy-batch2 .article-gallery{display:grid;grid-template-columns:repeat(auto-fit,minmax(min(100%,280px),1fr));gap:24px;margin:36px 0} .popup-legacy-batch2 figure{margin:0}.popup-legacy-batch2 figure img{width:100%;height:auto;max-height:420px;object-fit:contain;display:block;border-radius:12px} .popup-legacy-batch2 figcaption{font-size:13px;line-height:1.5;color:#b1b8a9;margin-top:12px} .popup-legacy-batch2 .public-deck-invitation{border-top:1px solid #ffffff30;margin-top:36px;padding-top:24px;font-size:14px} .popup-legacy-batch2 .public-deck-note{font-size:12px;color:#b1b8a9} .popup-legacy-batch2 .article-archive-note{border-left:2px solid #b4f64c;padding-left:18px;font-size:15px} @media(max-width:767px){.popup-legacy-batch2 .public-deck-invitation{font-size:13px}.popup-legacy-batch2 .article-gallery{grid-template-columns:1fr}} body:has(.popup-legacy-batch2){background:#000}body:has(.popup-legacy-batch2) .elementor-location-header{background:#000}body:has(.popup-legacy-batch2) .elementor-location-header .elementor-element-22aeacf7{margin-bottom:0!important}body:has(.popup-legacy-batch2) .elementor-element-057887c{background:#000}body:has(.popup-legacy-batch2) .elementor-widget-theme-post-featured-image{max-width:1000px!important;margin-inline:auto!important}<\/style><div class=\"popup-native-article popup-migrated-article popup-legacy-batch2\" id=\"content\" tabindex=\"-1\"><p class=\"article-eyebrow\">POPUP \/ Insights<\/p><p class=\"article-lede\">A tasting can introduce a product and the culture around it. Music, food, art and conversation give guests ways to discover a wine brand within an experience that has a purpose beyond the pour.<\/p><p class=\"article-history\">Originally published October 12, 2023. Updated September 29, 2026.<\/p><section><h2>Make the product part of a wider experience<\/h2><p>Allegro Cellars&#x27; block party at the GRAMMY Museum connected wine discovery with food, live art and music above Downtown Los Angeles. Winemaker Karina Arroyo, artist NERV and performer Leli Hernandez each brought a different contribution to the gathering.<\/p><p>The elements worked around a shared setting rather than as unrelated additions. When developing a tasting concept, consider how the food, host, music and environment help guests understand the brand. Give the product a clear role without making every moment a sales presentation.<\/p><\/section><section><h2>Choose cultural connections with substance<\/h2><p>Intercept&#x27;s involvement in Atlanta&#x27;s Hip-Hop 50 experience placed the wine brand within a celebration of the city&#x27;s music culture. That context offered a different way to encounter a brand associated with Charles Woodson.<\/p><p>A cultural partnership should have a clear contribution from the brand and a reason for the audience to welcome it. Work with people who understand the setting, credit their role and plan an experience that respects the gathering&#x27;s purpose.<\/p><\/section><section class=\"article-gallery\" aria-label=\"Related campaign photography\"><figure><img loading=\"lazy\" class=\"wp-image-15534\" src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/09\/pua-work-rabble-interscope-coachella-2023.webp\" srcset=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/09\/pua-work-rabble-interscope-coachella-2023-300x200.webp 300w, https:\/\/popupagency.com\/wp-content\/uploads\/2026\/09\/pua-work-rabble-interscope-coachella-2023-768x512.webp 768w, https:\/\/popupagency.com\/wp-content\/uploads\/2026\/09\/pua-work-rabble-interscope-coachella-2023.webp 900w\" sizes=\"auto, (max-width:767px) calc(100vw - 40px), 400px\" width=\"900\" height=\"600\" loading=\"lazy\" decoding=\"async\" alt=\"Rabble\u2019s branded bar within the Interscope House gathering.\"><figcaption>Rabble\u2019s branded bar within the Interscope House gathering.<\/figcaption><\/figure><figure><img loading=\"lazy\" class=\"wp-image-15481\" src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/09\/pua-work-atl-hip-hop-50.webp\" srcset=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/09\/pua-work-atl-hip-hop-50-300x200.webp 300w, https:\/\/popupagency.com\/wp-content\/uploads\/2026\/09\/pua-work-atl-hip-hop-50-768x513.webp 768w, https:\/\/popupagency.com\/wp-content\/uploads\/2026\/09\/pua-work-atl-hip-hop-50.webp 900w\" sizes=\"auto, (max-width:767px) calc(100vw - 40px), 400px\" width=\"900\" height=\"601\" loading=\"lazy\" decoding=\"async\" alt=\"Atlanta Hip-Hop 50 \u00b7 An exhibition at Underground Atlanta\"><figcaption>Atlanta Hip-Hop 50 \u00b7 An exhibition at Underground Atlanta<\/figcaption><\/figure><\/section><section><h2>Let art and discovery support the tasting<\/h2><p>Rabble Wine&#x27;s augmented-reality labels add a layer of interaction to the bottle&#x27;s artwork. In a live setting, that feature can become a point of conversation alongside tasting. It is most useful when guests can understand it easily and still enjoy the experience without using it.<\/p><p>Rabble&#x27;s Earth Month work with the Museum of Graffiti also connected the brand with artists and a shared creative setting. Across an ongoing program, recurring ideas can give different events a recognizable relationship while allowing each gathering its own character.<\/p><\/section><section><h2>Design hospitality and follow-up together<\/h2><p>A good guest experience considers arrival, food, pacing, non-alcoholic options and comfortable ways to participate. Align the operating plan with the venue and qualified service team before the event. The creative environment should support attentive hospitality throughout the gathering.<\/p><p>Afterward, use guest feedback and the quality of product conversations to inform the next experience. Relevant recap content and voluntary follow-up can continue the story. The public case should explain what happened and why it mattered without relying on unsupported sales claims.<\/p><\/section><nav class=\"article-next\" aria-label=\"Explore related work\"><a href=\"https:\/\/popupagency.com\/index.php\/2026\/07\/27\/allegro-cellars-grammy-museum-block-party\/\">Allegro Cellars \u00b7 Explore the project \u2197<\/a><a href=\"https:\/\/popupagency.com\/index.php\/2026\/07\/27\/rabble-wine-coachella-weekend-pop-up\/\">Rabble Wine \u00b7 Explore the project \u2197<\/a><a href=\"https:\/\/popupagency.com\/index.php\/contact\/#form\">Plan a project with POPUP \u2197<\/a><\/nav><aside class=\"public-deck-invitation\"><p><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><p class=\"public-deck-note\">A deeper look at the strategy, execution and results behind the work.<\/p><\/aside><\/div> ","protected":false},"excerpt":{"rendered":"<p>How wine brands connect tasting with music, art and community, with examples from Allegro Cellars, Rabble Wine and Intercept.<\/p>\n","protected":false},"author":4,"featured_media":15478,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_angie_page":false,"page_builder":"","footnotes":""},"categories":[43,46,39,49],"tags":[],"class_list":["post-22012","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-experiential-marketing","category-industry-trends","category-insights-news","category-marketing-strategy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Wine and spirits experiences built around culture | POPUP<\/title>\n<meta name=\"description\" content=\"How wine brands connect tasting with music, art and community, with 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