Edible Museum

The Vancouver International Wine Festival is one of the largest events of its kind in North America. With Canada as its theme country to celebrate our 150th year in 2017, Arterra Wines Canada (formerly Constellation Brands’ Canadian wine business), was looking for that “big idea” that would generate excitement for their brands before and through the festival.

Our response: The Edible Museum of Canadian Food and Wine. A public-facing, popup museum in one of Downtown’s heritage buildings, featuring wines from the Arterra Wines Canadian Portfolio with food pairings from acclaimed local chefs.

The Museum was produced in collaboration with event company Here There, who developed vignettes and exhibits focusing on Canadian food and its history, a unique backdrop for an event that served as a liquid on lips opportunity for Jackson-Triggs, Inniskillin, Black Sage Vineyard, See Ya Later Ranch and Steller’s Jay.

A sell-out within its first hour of ticket sales, the event continued to earn press even after tickets were unavailable, with final campaign impressions of 16,445,712. All ticket sales were donated to the Vancouver Food Bank, sending $4,246 to charity.