Lion Pop-up Cellar Door

A pop-up cellar door to increase effectiveness and cut-through at outdoor festivals and events, significantly expanding the wine brands’ consumer touch points.

Lion Nathan consumer research revealed that direct experience is a key driver of brand adoration in the highly fragmented wine category.

Lion Nathan partnered with bgb to develop and construct a ‘pop-up’ cellar door. The pop-up cellar door is the next best thing to actually visiting the cellar door, providing both a functional and emotional brand experience.

Participation at food and outdoor festivals truly ‘pop’ with a more visible and memorable presence. The mobile and highly practical nature of the pop-up cellar door also enables events to be easily and spontaneously created, thus significantly expanding the consumer touch points of the Lion Nathan wine portfolio in a brand appropriate manner.


Cheese and biscuits, packets of organic nuts and lots of crisps