
Victoria-based winery Innocent Bystander is taking its wines on the road with the launch of a custom-built Airstream that doubles as a travelling cellar door.
The silver van will make its first stop at the Born Different Party in Melbourne on November 15 at 524 Flinders, an event designed to mark the Airstream’s debut and celebrate the winery’s offbeat, rule-breaking spirit.
“Innocent Bystander champions those bold enough to carve their own path,” says Brand Manager Georgia McNeil.
“Innocent Bystander was founded by a brewer, and that outsider perspective has always shaped who we are. Our name reflects how we’ve approached the wine world, looking in and choosing to do things differently. At the end of the day, we’re all about making seriously good wines that are best paired with great people.”
The launch will feel more like a night out than a tasting room. Guests can expect burgers from Collingwood’s Slowpoke Lounge & Lookout, live DJs and a few unconventional extras, including tattoo artists, a barber, a makeup station and a tarot card reader, all part of the ticketed experience.
There will also be wine tastings featuring Innocent Bystander favourites like Pinot Gris and Pinot Noir, along with new releases such as Easy As Shiraz, Tassie Savvy and a Watermelon Spritz cocktail slushy.
After the launch, the Airstream will park at Queen Victoria Market for the summer, giving visitors the chance to try the brand’s wines in a more relaxed setting.
The travelling cellar door reflects Innocent Bystander’s easygoing approach to wine, less fuss and more fun and its habit of taking the Yarra Valley’s cool-climate style to new places.
Source: littleBIG Marketing
Find more food and drink news on Crumb Wire.