Brancott Estate Wines, a Pernod Ricard brand, launched what it is calling a "micro-vineyard" in the city of London that boasts 50 separate vines.
While the first vineyard installation from Brancott Estate Wines appeared at King's Cross for a short period of time, the micro-vineyard will also be set up at various train stations throughout the summer, offering commuters something unexpected on their journeys, as well as the chance to sample a glass of wine. Within the micro-vineyard, there are also a few selfie spots where visitors are encouraged to stop, take a picture and share their experience.
Brancott Estate Wines stands apart as the first to plant Sauvignon Blanc in Marlborough in 1973 and with this new activation, it aims to share its innovative spirit through a novel experience.
Urban Micro-Vineyards
Brancott Estate Wines Set Up a Small Vineyard in a London Train Station
Trend Themes
1. Micro-vineyards - Creating micro-vineyards in unconventional places can offer a unique experience and attract new customers to the wine industry.
2. Experiential Marketing - Using an interactive and immersive experience like Brancott Estate Wines' micro-vineyard can engage consumers with a brand and create a lasting impression.
3. Personalization - Offering visitors the chance to take pictures and share their experiences in the micro-vineyard can help create a personal connection with the brand and promote user-generated content.
Industry Implications
1. Wine - The wine industry can explore innovative marketing strategies like micro-vineyards to increase brand awareness and attract new customers.
2. Hospitality - Hotels and other hospitality businesses can incorporate unique experiences like micro-vineyards to enhance their guest experience and differentiate themselves from competitors.
3. Transportation - Transportation industries like train stations and airports, among others, can partner with wine brands to create unexpected experiences for their customers and increase passenger satisfaction.