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Aldi Trophy Room
A two-day popup bar in Sydney serving up some of Aldi's most prized wines and cheeses
Client
- Aldi
Office
- Sydney
The Trophy Room is a first for ALDI Australia, demonstrating that a fine wine and dining experience doesn’t have to dent your wallet. And what’s even better, you can replicate the exact experience at home. The reality is everyone can have a wine rack and cheese draw worthy of the title the ‘Trophy Room’ if they shop the products on offer at ALDI. The value in the range is undisputable, and I’m excited that we can offer customers this experience, whether that be in our new pop-up bar or in their everyday shop.
Jason Bowyer
ALDI Wine Expert and Buying Director
Aldi are known for cheap prices. Not everyone trusts their quality, particularly with their booze, which is almost too cheap to be seen as quality.
The idea was to open a must-visit, luxe pop-up bar in Sydney that serves a selection of ALDI’s award-winning wines and spirits that retail at great value, low prices. The alcohol would also be paired with award-winning ALDI food too – e.g. cheese, crackers, chips. We opened for two consumer evenings and a media night, inviting people to book their 1.5hr sessions through Eventbrite. To bring our price proposition to life tickets were charged at $4.41 showcasing the value of the evenings wine and cheese tastings. With the use of crowd sourcing, PR to bring the idea to life tickets sold in a matter of minutes and the waiting list grew larger.
- Event sold out within 12 minutes of going live on the site
- 7000 people on the waiting list
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