The Stag Australian Open Activation

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We were tasked with designing a wine tasting experience at the Australian Open for St. Hubert’s The Stag. Parent brand Treasury Wine Estates, as the official wine sponsor for the Australian Open, sought to construct a multi-brand beverage consumption and social area in the heart of the tournament, known as the ‘The Vineyard’. As part of the space, TWE crafted ‘The Vault’, a premium tasting room that allowed patrons to be taken on a multidimensional journey through Victorian vineyards, guided by a Sommelier who educated attendees about the fine drop they’re drinking.

The project scope included design and installation of all signage and theming elements.

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Angus Lilley, TWE’s Deputy Chief Marketing Officer, said: “We’re thrilled to share some of Australia’s most loved and renowned wines with visitors to the Australian Open this summer.

It’s extremely exciting to showcase wines from across the portfolio including Penfolds, Wynns and Seppelt. Our onsite activation will be led by St Huberts The Stag, a range of wines which embody the very best of Victorian winemaking and continue to see strong growth and popularity in the market.”

The activation offered tennis fans an immersive cellar-door experience alongside fresh, local produce.

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