Cellarmasters’ Touring Cellar Door has been confirmed as one of the best event achievements in Australia after being named a National Finalist in the 2018 Australian Event Awards.
Touring Cellar Door is a fully converted 1972 Citroën H Van, which the wine retailer launched in August 2017. It tours across the country, stopping at various festivals and events to offer wine lovers expert guided wine tastings.
“As a retailer with no bricks and mortar stores, the challenge we face is getting potential new customers to taste our award-winning, exclusive range. So we decided to create an innovative customer experience that brings our Customer Value Proposition to life, allowing customers to ‘Master their wine journey’ and helping us create meaningful connections with wine lovers – which is how the concept of the Touring Cellar Door came to life,” said Ben Copeman-Hill, General Manager of Cellarmasters.
The wine-experience-on-wheels is a one of its kind in Australia, and the retro van has been fitted out to be a sommelier’s mobile dream.
“We bought the Citroën H Van from a restorer in the UK, and then designed the exterior and interior to really breathe our brand values. It’s even painted in our hero colours ‘vine green’ and ‘champagne’,” Ben said.
During Touring Cellar Door’s first three months of participation in lifestyle and food events, Cellarmasters had exposure to over 175,000 customers, and received orders from a majority of consumers (81 percent) that were New To Business (NTB).
“This is a great result especially in comparison to our more traditional areas of connecting with new customers. By offering a unique brand experience, we can really create a connection with wine lovers,” Ben said.
“We also use Touring Cellar Door as a way to reward some of our most loyal customers. Treating them to a home visit from the Touring Cellar Door, complete with a guided wine tasting from our knowledgeable team, is a truly priceless money-can’t-buy experience.”
Following a rigorous first round of judging by event industry leaders and experts around Australia, Cellarmasters’ place amongst the National Finalists in the Best Achievement in Marketing, Communications or Sponsorship has the weight of the industry behind it.
Entries are judged on all aspects of event management including best practice, innovation, marketing, stakeholder engagement and management, sustainability and event legacy.
Co-chair of the Event Awards Judging Panel Sandy Hollway AO said:
“The diversity of Australia’s events industry continues to amaze me, as does the ability of the Awards to put a spotlight on not just the incredible events and achievements which take place each year, but to draw out the challenges event organisers manage to overcome through determination, innovation, collaboration and resourcefulness.”
Winners of the Australian Event Awards will be announced at a lavish Awards Ceremony on 21 November at Novotel Twin Waters on the Sunshine Coast, Queensland.
Cellarmasters Touring Cellar Door was also a finalist in the Best Pop Up Experience category at the ORIAs (Online Retail awards) earlier this year.
Cellarmasters Touring Cellar Door will next stop at the Caravan & Camping Expo in Sydney this Thursday 20 September to Sunday 23 September.