New York City, 2016
Double Forte Wine was tasked to bring the Benziger Family Winery tasting room experience to life for New York media and consumers far away from the iconic Sonoma Mountain winery.
To recreate the Sonoma Mountain winery experience in the heart of New York City, Double Forte Wine activated a pop-up tasting room for Benziger Family Winery that enabled the brand to connect with target media, trade and consumer audiences in unique and memorable ways. DF Wine transformed a venue, just off the New York City High Line, that mimicked the Benziger Family Winery tasting room. We also invited guests to experience a virtual reality tour of the Sonoma winery using VR headsets. Multiple targeted events included a special media-only preview night, where media learned about Benziger’s biodynamic approach to farming and winemaking. In addition, DF Wine organized a private event for Benizger Wine Club from the New York area.
News of the Benziger NYC pop-up was shared with 250 media targets with special invitations to attending media, including USA Today, Robb Report, Martha Stewart Living, SELF, VinePair and others. Consumers, who may not have been previously aware of Benziger Family Winery, purchased wine and joined the wine club, while New York Wine Club members enjoyed a special winery experience in their local area, building further brand affinity.