A Perfectly Wild Partnership

CBS Altitude x Apothic Wines x Bastille


Create a distinctive, yet accessible and playfully mysterious campaign to increase brand awareness, encourage tastings of Apothic Wines leading to Personal Discovery thereby encouraging millennial wine consumers in key markets to share and thus become the influencer themselves.


CBS enabled the brand’s fans and VIPs to “Unlock the World of Apothic” at select stops on the indie pop band, Bastille’s Wild, Wild World Tour, “pairing” two distinctive and cutting edge brands. Apothic was named the “Wine of Choice” for the tour and prominently featured at tour stops, complete with sampling, activation areas, and points of purchase on site. To continue the fun, we added a custom animated photo booth at each stop. Plus VIPs and social media contest winners enjoyed exclusive VIP experiences like preferred concert seating, meet and greets with the band and a pre-show Apothic branded VIP lounge with food, Apothic wine sampling and more.


We conceived and facilitated the relationship between two brands whose dark, mysterious aesthetic made the perfect pairing.  We connected super engaged music fans with a bold brand and cutting edge music. We hosted a concert live stream and captured exclusive interviews with the band, for digital and social distribution, allowing the experience to live beyond the tour.  The campaign provided a truly integrated approach – experiential, on-air, online and social media, creating brand buzz and excitement for Apothic Wines.