CUBE’s research identified an opportunity within Cowes Yacht Haven for a major presence. We worked with Cowes Week organisers, the Cowes Yacht Haven and local authorities to make this opportunity a reality and established a substantial 125m2 temporary structure the main marina.

The marquee and terrace were used as a wine bar, allowing consumers to buy wine by the glass or bottle and watch the sailing activity in style. Wines were also sampled at the front of the Gallo marquee.

We also arranged for Gallo wines to be sold in the main marina, with total exclusivity in the Cowes Week Beer Tent.

The cost of the structure was reduced by co-hosting corporate lunches and dinners with Cowes Week sponsors.