Taste, Smell, Sip
At the Good Food and Wine Show in Melbourne, Plumm and Tar & Roses joined forces to create an unforgettable sensory wine experience. Guests were immersed in the world of wine through sight, smell, and taste, making each tasting both educational and memorable.
Attendees explored a curated range of Tar & Roses wines, highlighting distinct flavours and aromatic notes, while Plumm’s premium glassware demonstrated how the right vessel can elevate the experience. Knowledgeable hosts guided participants, offering tips and encouraging conversation. The activation combined elegance, interactivity, and hands-on engagement to leave a lasting impression and deepen appreciation for wine and glassware alike.
What the client needed
Plumm and Tar & Roses wanted a premium wine activation that would stand out on the crowded show floor and deliver a memorable, engaging experience. The goal was to showcase Tar & Roses wines and Plumm glassware in a way that educated visitors while encouraging interaction.
The activation needed to appeal to both seasoned wine enthusiasts and newcomers, offering guidance and insight without feeling intimidating. It also required a sophisticated yet welcoming environment that reflected the elegance of both brands.
The final design needed to balance aesthetics, functionality, and engagement to leave attendees with a lasting impression.
Savour, Sip, Discover
We approached the Good Food and Wine Show as an opportunity to craft a sensory journey that went beyond a typical tasting. The space needed to be elegant and sophisticated while remaining approachable, offering visitors a hands-on, interactive experience that encouraged exploration and learning.
We focused on highlighting the unique qualities of Tar & Roses wines while demonstrating the impact of Plumm’s premium glassware. Curated displays and thoughtfully designed pouring stations allowed guests to taste, compare, and discover subtle flavour and aromatic differences. Knowledgeable hosts played a central role, providing guidance, answering questions, and creating a welcoming atmosphere for all attendees.
Our aim was to balance education with engagement, allowing visitors to slow down, interact with the products, and leave with both a deeper understanding and an enjoyable memory.
By creating a space that encouraged curiosity and connection, we turned a standard tasting into a memorable brand experience.
How we activated
The activation at the Good Food and Wine Show was designed to engage all senses and create a memorable encounter for visitors. Guests were invited to explore a curated selection of Tar & Roses wines, with each pour presented in Plumm’s premium glassware to demonstrate how the right vessel enhances the tasting experience.
The space was styled to reflect elegance and sophistication while remaining approachable and interactive. Knowledgeable hosts guided attendees through the tasting journey, offering insights on flavours, aromas, and wine etiquette, creating a welcoming environment for both novices and experienced wine lovers.
Interactive elements encouraged guests to slow down, compare wines, and engage with both brands directly. Thoughtful design, clear wayfinding, and hands-on experiences combined to make the activation seamless and shareable.
By blending education, engagement, and sensory immersion, the Plumm x Tar & Roses activation successfully left a lasting impression, strengthening brand appreciation and delivering a premium wine experience.
