Loire Valley Wines
LOIRE BUCKET LIST
& BLOOM BIG

Loire Valley UK Consumer Activations & Experiential Wine Events

 

A multi-year programme of UK consumer activations, Loire’s outreach campaign was designed to increase brand awareness, sampling and engagement through creative, experiential wine marketing and large-scale public events. The programme combined nationwide pop-ups, festivals and touring activations with strong venue and retail partnerships, delivering a playful, approachable introduction to Loire Valley wines for new and existing audiences.

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Loire Bucket List: Touring Wine Tastings & Pop-Ups

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Loire Bucket List was a creative consumer tasting programme delivered through curated, walkable wine routes, extensive co-promotions and experiential pop-ups in collaboration with carefully selected UK venues and retailers. The campaign was brought together through four themed routes, available both online and in print, encouraging discovery and repeat engagement.

In later years, the programme evolved from static, venue-based tastings to a converted Piaggio wine truck, enabling both at-home tastings and venue pop-ups. The mobile activation toured nationally over multiple summer seasons and became a highly recognisable campaign asset, effectively communicating the light-spirited, accessible character of Loire Valley wines.

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Loire Bloom Big: UK Wine Festivals & Consumer Events

 

Loire Bloom Big delivered two years of three-day consumer wine festivals, celebrating Loire wines with a strong emphasis on fun, discovery and social experience.

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• 2023: Hosted at Flatiron Yard

• 2024: Hosted at People’s Park Tavern

 

Both festivals strategically leveraged high-footfall venues with established audiences, maximising reach and engagement. Each year’s programme featured:

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• Introductory wine tastings and speed-tasting flights

• Paired food offers and curated menus

• Interactive sip-and-do workshops with high-profile partners

• A high-energy Saturday night party, extending dwell time and repeat visitation

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Together, these activations positioned Loire as a dynamic, consumer-friendly wine region, while building long-term brand affinity in the UK market.