WE CREATED THE CELSIUS POP-UP RESTAURANT FOR TAYLORS WINES. WE NEEDED TO START A CONVERSATION WITH MILLENNIALS AROUND ‘TEMPERATURE’ IN 2018, SO WE DID WHAT EVERY BRAND WASN’T DOING IN THE WINE-SPACE; WE DESIGNED A TECHNOLOGY DRIVEN POP-UP RESTAURANT CALLED ‘CELSIUS’. USING CUTTING EDGE TECHNOLOGY, CONSUMERS WERE TAKEN ON A RED-HOT JOURNEY LEARNING WHY THERE ARE ONLY A FEW DEGREES DIFFERENCE BETWEEN A GOOD DROP AND A GREAT ONE.
The Business Challenge
Taylors Wines wanted to reach more millennials in 2018 and initiate a conversation around optimal wine temperatures – designed to introduce consumers to their new temperature sensitive labels on their estate wine collection.
Red wine should be served colder than most Australians are consuming it at, and white wine should be served slightly less chilled to hit optimal temperatures – therefore, Aussies are drinking wine at the wrong temperatures.
Our strategic answer was to create a world first wine technology dinner that attracted a predominantly Millennial audience, through an immersive Sydney pop-up. Using the pull-power of Chef Duncan Welgemoed of Africola in SA [the heartland of Taylors Wines], a raw [super cool] warehouse environment at Commune Creative Space and technology from FLIR; a new wave camera released in the US that connects to your mobile phone, and photographs temperature in infrared; we were able to create a cutting-edge food and wine experience for Sydney-siders. The event was a sell-out and highly influential activation for Taylors Wines.