A wide-reaching activation currently in its second year, the Loire London Bucket List combines creative publicly accessible wine tastings with co-promotion in collaboration with carefully selected venues and retailers, all tied together into four curated routes available both online and in print. In 2020 plans needed last minute re-evaluation due to Covid, so we pivoted from a hub venue to a converted Piaggio 'wine truck' which was used for both at-home tastings and venue popups, a most effective demonstration of the approachable, light-spirited fun of the Loire Valley.