Constellation Wines

Mobile Sampling Tours

Convincing young professionals and beer drinkers to make the switch to wine meant we had to show up in some unexpected places.

Spoken Barrel
Mobile Tour

Driving Value in New Environments

HS&E produced and managed several sampling tours on behalf of Constellation to introduce new wines to consumers across the country. To break through a cluttered food and beverage space, HS&E leveraged its consumer insights team to strategically target new environments, and better position brands to stand out. Together we pioneered wine partnerships with marketing and design conferences as well as craft beer festivals, which gave Constellation access to 1.6M+ event attendees in thirty critical markets.

Ravage Sampling
Mobile Tour

Strategic Partners

The sampling tours also included brand partnerships with Weber Grills and Herschel Supply Company to further incentivize trial and product distribution.

Spoken Barrel Sampling

The Activation Strategy That Works

The sampling tours hit thirty (30) national markets traveling to food festivals as well as marketing and technology conferences. HS&E exceeded Constellation’s trial goal by 20%, distributing over 50,000 samples.

Spoken Barrel Sampling

Sponsorship Outcomes That Dominate


National Markets

20 %

exceeded trial goal

50 k+


1.6 M+