Stellar Cellar

"At the 2018 US Open for Tennis, Constellation Brands sought to create a wine bar experience for their collection of wines. The concept materialized as Stellar Cellar, a unique, two-sided pop-up bar strategically positioned within the USTA Billie Jean King National Tennis Center in Flushing, NY. Leveraging an existing structure, the team orchestrated a transformation that caught the attention of visitors from various points within the venue.

To achieve this, a sleek brick vinyl exterior wrap was designed and meticulously applied, instantly turning the structure into a captivating wine bar. The attention to detail extended to the interior as well, with thoughtfully crafted bar menus, fridge wraps, and decorative elements that seamlessly blended with the existing structure, creating an impression that the bar had always been an integral part of the venue.

Throughout the duration of the US Open, Stellar Cellar served as a hub for wine enthusiasts, offering an impressive selection of wines from six distinguished brands: Kim Crawford, Estancia, Mount Veeder, Ruffino, and Simi. A total of 1,144 bottles of wine were expertly uncorked, allowing attendees to indulge in the diverse flavors and characteristics of each label.

The wine bar experience was not limited to a single location. Constellation Brands extended their brand's reach by introducing branded Stellar Cellar bar carts to different areas of the venue. These mobile units offered attendees the opportunity to savor select wines from the featured brands, ensuring that the wine experience was accessible and enjoyed throughout the event.

The ultimate objective of this endeavor was twofold: to enhance brand awareness and to maximize wine sales during the US Open. By creating an immersive and visually striking wine bar experience, Constellation Brands aimed to leave a lasting impression on attendees, fostering a deeper connection to their wine portfolio. The success of the initiative would not only be measured in the quantity of wine sold but also in the overall brand exposure and subsequent increase in sales.

In summary, the Stellar Cellar wine bar brought the best of Constellation Brands' wine collection to the forefront of the 2018 US Open for Tennis. Through design, seamless integration, and strategic placement, the wine bar experience captivated attendees, paving the way for heightened brand recognition and an elevated appreciation of the featured wines.