Case Study: Accolade Wines drives Gen Z sampling and 220K views with Mercieca and Thursday

Accolade Wines boosts Cupiolo event to 560 attendees with Mercieca

Accolade Wines, a global wine producer, engaged Mercieca to find a sampling solution that would get more of its new premium rosé, Cupiolo, into the hands of its target Gen Z audience. The challenge was to create an experience that would drive trial and connect the brand with a younger demographic.

Mercieca executed a partnership with the dating app Thursday, managing a summer event for singles. The vendor outfitted the venue with branded materials and provided Cupiolo wine throughout the night. The solution was highly successful, with the event being the app's busiest of the year, attracting over 560 attendees. The campaign generated significant online exposure, including 220,000 views on an in-app headliner and over 82,000 Instagram story views, resulting in widespread positive reception for the Cupiolo brand.

Accolade Wines