LILIAC WINERY: Launching event -multisensory approach

OVERVIEW

To launch a new wine brand and position Liliac Winery as a premium, exclusive label with a fresh, modern, and dynamic approach. We orchestrated an exclusive, multi-sensory launch event to achieve this.

THE CHALLENGE

• Positioning a new winery as a modern, premium brand

• Liliac Winery’s brand image took a contemporary approach, but Romania’s wine market is traditionally oriented. Liliac needed to stand out from competing wineries by delivering a luxurious, memorable experience—an “out of the box” but still pleasing event.

• Capturing attention and memory: The launch event had to be memorable not just for that evening but remain a reference point in the wine world.

• Need for differentiation: Introducing a new wine brand in a competitive market demanded a unique concept that would stay with guests long after the event.

  
  

SCIENCE: Several experiments made by Daniel Oberfeld showed that colour lighting has a significant influence on wine tasting, affecting how we perceive a wine's appearance, aroma, and flavor. Different lighting can enhance or distort the wine's true characteristics, influencing the overall tasting experience.

STRATEGY:

• Twilight Reveal: The event was timed for dusk, the moment when bats (the winery’s symbol) begin to roam. This maximized the dramatic visual impact of the winery’s logo.

• Illuminated Columns: Polystyrene columns (2.5 m high) were each sculpted to artistically reflect the unique aromatic profile of a particular wine and illuminated in that wine’s specific color.

• Staggered Lighting Focus: Throughout the event, the room lights were dimmed, and only the column for the wine being presented was lit, highlighting each wine in turn. This interplay of darkness and light creates anticipation and a striking, dramatic effect.

• Large-Scale Visuals: Footage from the vineyard and winery, along with storytelling during the presentation, added extra visual appeal and enhanced the guests’ experience.

• Ambient Music & Nature Sounds: Guests were transported to the winery’s ambiance through images from the vineyard paired with nature-inspired audio during the wine presentation

• Media & Influencer Strategy: A strategic PR campaign unveiled the launching of a Liliac winery, with a bold and modern approach in winemaking and brand design. 

  
  

SENSES:

The Liliac Winery launch was a truly multisensory experience. 

• Sight was captivated by the dramatic interplay of colored lighting, with each wine's hue illuminating sculpted columns that doubled as massive works of art. 

• Scent was a delightful mix of the wine's own exquisite flavors, expertly paired with complementary fragrances of the space, evoking a fresh, new aroma. 

• Taste buds were treated to meticulously curated wine pairings for each presented wine, enhancing the tasting journey. 

• Sound played a crucial role, with each moment scored by a carefully chosen soundtrack. Wine presentations were accompanied by the sounds of nature recorded in the vineyard, transporting guests to the source. A tango demonstration added a layer of passionate rhythm, and a curated playlist fostered a vibrant atmosphere for socializing. 

• Touch was engaged through the tactile experience of the columns' textures, the unique feel of the wine labels, and the distinct shape of the wine bottles themselves, all thoughtfully integrated into the brand's wine book.

  
  

SUCCESS:

• Immediate Market Recognition: Liliac was instantly recognizable as a modern luxury label—an impressive entry in the premium wine segment.

• Enhanced Brand Image: The event cemented Liliac’s reputation for innovation and exclusivity—attributes that have remained part of the brand for over a decade.

• Strong Emotional Resonance: The unveiling moments, combined with custom lighting and ambient sounds, created immersive experiences that guests continued discussing long after the event.

• Memorability & Buzz: Guests and industry figures referred to the launch as “extraordinary,” helping Liliac stand out in wine media and among consumers.

• A New Standard Set: The success of the multisensory approach inspired others in the wine world, yet Liliac has remained the benchmark for truly exclusive, “out-of-the-box” brand launches with high impact.