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MDCV UK Case Study: Wine Brand Experiential Marketing

PRODUCT SAMPLING OVER FOUR MONTHS

StreetPR partnered with MDCV UK to deliver a multi-month experiential marketing campaign across London, designed to introduce consumers to a portfolio of English vineyards through face-to-face engagement, product sampling and educational brand experiences. 

Running throughout the summer, the campaign sees our teams activating weekly across multiple hospitality venues, helping drive awareness, product trial and meaningful consumer engagement for some of England’s leading wine producers. 

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The Approach

TRAINED BRAND AMBASSADORS EVERY WEEK FOR FOUR MONTHS

Multi-Venue English Wine Experiential Marketing Campaign

 As consumer interest in English wine continues to grow, MDCV UK wanted to create opportunities for customers to discover new vineyards in environments where they were already socialising and enjoying food and drink. 

StreetPR developed and delivered an ongoing experiential programme that brings English wine directly to consumers through guided tastings and brand-led conversations. 

  • Multi-month experiential campaign across London 
  • Weekly activations delivered across multiple venues 
  • Direct engagement with consumers through sampling and education 

The Insight

Why experiential works for drinks brand activation

 

Consumers are far more likely to engage with a product when they can experience it firsthand. For wine brands, tasting opportunities create a powerful way to build awareness, educate consumers and encourage future purchase consideration. 

By bringing vineyard stories directly into hospitality environments, MDCV UK could connect with consumers in a natural and engaging setting while introducing them to a range of English wines they may not have otherwise discovered. 

The Execution

English wine brand marketing strategy in action.

 Every Thursday throughout the summer, StreetPR’s brand ambassadors travel across London delivering coordinated activations in a series of hospitality venues. 

Representing vineyards including Silverhand Estate, London Clay, Sparkling Harlot and Fitz Wine, our teams conduct complimentary tastings, engage customers in conversations about the products and vineyards, distribute branded merchandise and create memorable brand experiences throughout each venue. 

Our campaign management includes: 

  • Brand ambassador recruitment and training 
  • Venue coordination and scheduling 
  • Stock management and distribution 
  • Sampling and product education
  • Branded merchandise giveaways 
  • Ongoing campaign reporting and logistics 

Behind each activation sits a detailed operational framework that ensures consistency across multiple locations week after week. 

The Challenge

What a drinks marketing activation of this scale takes

Delivering a campaign of this scale required far more than staffing alone. 

The activation needed to ensure: 

  • Consistent brand representation across multiple vineyards 
  • Seamless delivery across numerous London venues 
  • Effective product education and consumer engagement 
  • Ongoing stock and logistics management 
  • High-quality execution over an extended campaign period 

With multiple brands, venues and stakeholders involved, maintaining consistency and operational excellence was critical to campaign success. 

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Bottles Distributed

CREATING A MEMORABLE BRAND INTERACTION

The Outcome

The payoff of a successful wine brand activation

The campaign has successfully introduced thousands of consumers to English wine through direct product interaction and face-to-face engagement. 

By combining product sampling with knowledgeable brand ambassadors, MDCV UK has been able to create genuine conversations around its vineyard portfolio while increasing awareness in highly relevant hospitality environments. 

The ongoing activation continues to generate valuable consumer touchpoints across London, helping position English wine in front of audiences who are actively seeking new food and drink experiences. 

“We have been working with Street PR to deliver a series of guerrilla marketing campaigns across our English Sparkling Wine Brands and the impact has been exceptional. 
 
From the outset the team have demonstrated a clear understanding of the brands, translating this into creative, disruptive moments across London helping to spread our Drink English. Drink Local. Drink Sustainable ethos. 
 
Niamh and Sarah have been our point of contacts and they have been a pleasure to work with. Proactive, collaborative and highly responsive, often going above and beyond to ensure we are delivering on our goals. 
 
We would highly recommend for brands looking to create bold, memorable campaigns.” 

Sophie Thom, Marketing Executive MDCV UK 

STREETPR'S SERVICES

Related Services for Product Launch & Experiential Sampling Campaigns

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Product Sampling

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Looking to put your product directly into the hands of consumers? Whether you’re launching a new product, driving awareness or building brand engagement, our experiential marketing team can help create campaigns that deliver meaningful results. 

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