UK Roadshow 2019


Our Client:

Australia's First Families of Wine

Our Project:

UK Roadshow 2019


Our Assignment:

In 2019, Australia’s First Families of Wine returned to the UK for the first time in 10 years. Nine of the 11 families visited the UK as part of Wine Australia’s “Australia Redefined” Roadshow.

The Roadshow was a one-day event at London’s OXO Tower.

AFFW took part in three events on the day:

Masterclass: AFFW hosted their famous UNLOCKED Masterclass in front of a full house. The masterclass was one of only two on the Roadshow
Trade tasting: Like all Wine Australia Roadshows, AFFW took part in a trade tasting with al attendees. It gave wineries an opportunity to mix with key influencers in the UK wine space
Evening consumer tasting: Wine Australia collaborated with Mel Brown of the Aussie Cellar to host a sold out consumer tasting event for local wine enthusiasts

In front of a full house, family members and winery representatives hosted an UNLOCKED Masterclass for the first time in the UK. The UNLOCKED masterclass was a showcase of some of the families very best and iconic drops.

The masterclass layout was different from the traditional classroom style set up. All AFFW members and guests were seated on a round table, as recommended by Wine Australia. They layout was suggested for two reasons:

  • To encourage conversation and a collaborative masterclass style, instead of one way communication
  • As a point of difference in a very crowded UK Wine landscape

FireWorks worked closely with Wine Australia teams in Sydney and London to ensure every last detail was correct and collateral was prepared ahead of the event.


Our Success:

All three events were met with high praise from both attendees and organisers. The UNLOCKED Masterclass was captivating and gave attendees a look into some of the most well-known and highest quality Australian wines.

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