Babylonstoren
Cheers to Summer with Babylonstoren Mourvèdre Rosé
2024 marked the fourth year of Babylonstoren being the Official Rosé of the RHS Chelsea Flower Show.
36,450 samples
poured throughout the show
42 private
trade tastings
The Brief
Having become synonymous with the show, we were keen to build on the previous three years' successful brand awareness. We set ourselves 4 key goals: 1 focus on engaging with the 164,000 show visitors, 2 create wider engagement with the 1.2m RHS members, 3 be a best-in-class supplier to the show and 4 drive brand awareness and engagement within the wine trade and retailers.
Launching the 2024 Vintage
Our main creative focus was launching the new 2024 vintage of the Babylonstoren Mourvèdre Rosé on the opening Monday of the show week. We wanted show guests to be the first to try the new vintage and celebrate the start of summer with a glass of our delicious rosé.
Guests throughout show week were able to come onto our dedicated rosé stand to sample the wine and engage with the 12 strong winemaking team we brought over from South Africa. We were able to encourage case sales of the rosé along with promoting the wider portfolio of red and white wines, all available to buy and receive home delivery.
We ran a targeted media campaign leveraging the RHS titles to target the 1.2 million registered users via print, email and social media.
Trade & Retail Engagement
Working very closely with the 2 contracted F&B caterers, we ensured their supplies and POS were first class across the 12 show bars and hospitality outlets. We leveraged having the winemakers onsite and personally met with guests whilst walking them through tasting masterclasses of the range of wines.
Small groups of VIP trade guests were invited to a private after hours tour of the show gardens followed by a tutored tasting of the full Babylonstoren portfolio. Backing up our trade activation was a media campaign using print and digital in a variety of trade focused publications.
“We have enjoyed a great 4 year partnership with Babylonstoren and they have provided the Show with some excellent content and added value to our visitor experience. We look forward to working with them on creating some experiential content that really shows off what a great brand and product they have.”
Neil Parry, Head of Partnerships - RHS
The Results
Over 36,000 samples were poured throughout the show with sales of cases increasing by 369%. Our sales through the bars and hospitality at the show increased by 15% with positive feedback from F&B contractors and guests alike.
Brand awareness was driven forward with over 30 pieces of media coverage including The Times, Good Housekeeping and a wealth of industry press and influencers. Five national retailers were engaged throughout the show week, with two agreeing to nationally list the rosé in 2024.
