14 HANDS WINERY
“RUN FREE ROAD TRIP”
This Washington state winery launched an experiential marketing campaign to set themselves apart in a crowded and competitive wine market. With the brand inspired by the spirit of wild horses, the 14 Hands “Run Free Road Trip” centered around a mobile bar cleverly fabricated from a repurposed horse trailer.
But, the most show stopping aspect of the trailer may be the Instagrammable selfie wall on the rear of the vehicle. The collage of license plates is a nod to all the different states the bar trailer would be visiting during its experiential marketing tour. To protect it during transit, the license plate wall breaks down into three parts and is stored in the trailer.
Inside, we installed three huge Taylor brand granitas machines to serve free wine granitas to the brand’s target customer segment – millennials – at musical and food events. This was the perfect literal and metaphorical vehicle to hype 14 Hand’s new lineup of canned wines for sale at retailers across the U.S.
When this wine trailer isn’t serving up “frosé” and other fruit forward varietals at venues around the country, it retires to the 14 Hands vineyard in Washington state. But this mobile bar isn’t just put out to pasture. Instead it has a second life extending the winery’s capabilities by hosting profitable tastings and catering events on the brand’s vineyard property.
This horse trailer turned experiential marketing vehicle is truly an investment that will pay long-term dividends for 14 Hands Winery.