We’ve just finished an incredibly successful week for La Casa del Vino Viñalba. This one-off pop-up shop was launched to celebrate Viñalba’s 10th birthday and was open for business last week.
Situated in the heart of east London at the Old Shoreditch Station, La Casa del Vino was open to the public (3 to 7 October) where customers could participate in free wine tastings and buy wines from the whole range of Viñalba’s 25 SKUS. This was a unique retail opportunity in the UK as special limited edition magnums were created to mark the anniversary.
Over the course of the 5 days the top selling products were the most premium wines in the range; Viñalba Gran Reservado, Viñalba Diane, Viñalba Reserve Patagonia and Magnums which retailed between £17.00 and £37.00. The overall reach of the event on social media (across all channels) has neared 20,000 people through an active marketing campaign leading up to and during the week of the pop-up. Over 500 people got to taste the wines thanks to the Viñalba pop-up which provided a unique and positive brand experience to consumers.
Owners Hervé and Diane Joyaux Fabre who came over from Mendoza especially for the event, hosted a special anniversary party on the Tuesday evening which was attended by friends and colleagues from the trade. Craig Durham, managing director at Buckingham Schenk comments: “We’re really delighted that last week went so well and that our Viñalba pop-up shop was a success. With an incredible lot of hard work from all the Buckingham Schenk team it proved to be a great event. The number of compliments we have received and the praise from the trade and consumers is testament to the work involved and we will continue to build on this to take Viñalba forward into its next ten years.”