WELCOME BACK!
It’s been a wild few years for this Festival of Pinot Noir and after an 18 month hiatus between the last event - and the one previously in 2019 - w’ere back and with a return to our traditional Spring schedule kicking off the East Coast Tour in October.
So much has happened over the past few years and we look forward to a return to an ‘event normal’ for Pinot Palooza.
Building upon last years change to a session based format, we continue to move away from the ‘one session fits all’ model.
Why?
Simple.
People buy more wine.
We also have a number of other updates and evolutions to share with you and look forward to welcoming you back in, or even for the first time, celebrating the grape variety we know an love; Pinot Noir.
Getting Back to our Pinot Noir Roots
We have loved the growth, size and scale of Pinot Palooza over the years but in a post COVID world, do we want to go back to 'normal'?
If anything, this period has given us a chance to reflect and focus on the core values of not just the Pinot Palooza brand, but why on earth we did this in the first place; and that was to connect, engage and entice people into the wonderful world of Pinot Noir (and have a heck of a lot of fun in the process!).
2024 is shaping up to be an even bigger year of cheese and we know you’re all excited to lock in the dates into you calendar.
Securing dates is always a ballet of venue availability, avoiding conflicts with other events (Good Food & Wine Show, GABS and Dark Mofo) as well as ensuring, most importantly, you have a good enough break in-between them to … you know … make the cheese!
So, after much hard work, please see the current confirmed dates for 2024.
We lock in the east coast cities but also return West to Perth.
In addition, we’re also working on getting back to Adelaide and or Hobart but more on that later.
Lock these in the diary and register your interest now!
BRISBANE
MAY 24 - 26
JOHN REID PAVILION
FRIDAY: 5pm – 9pm
2800 + pax
700 + pax per session
MELBOURNE
JUNE 28 - 30
ROYAL EXHIBITION BUILDING
Carlton
FRIDAY: 5pm – 9pm
SATURDAY: 11am – 3pm and 4pm – 8pm
5500 + pax
1200 - 1500 pax per session
SYDNEY
JULY 26 - 28
CARRIAGEWORKS
Eveleigh
FRIDAY: 5pm till 9pm
SATURDAY: 11am till 3pm and 4pm till 8pm
4000 + pax
1000 pax per session
MOULD x Pinot Palooza is hybrid event concept which allows us to visit other, smaller capital cities. By combining both brands, this event model allows us to not only increase attendance capacity without having to compromise the overall integrity and event experience for both producer and guest alike. It also means greater sales for each individual brand.
Trialed in Hobart in 2022, the proof pf concept was certainly confirmed with Perth in 2023 and whilst we had believed these smaller events to be bi-annual, it’s clear we need to return to Perth annually. For cities like Adelaide and Hobart, we’re looking to return there on a bi-annual basis. These are key cities that love a good festival. By combining the two event brands, its means the combined media power of them both. We love this concept and look forward to expanding upon it in 2024 and beyond.
ADELAIDE
JUN 7-9
QUEEN’S THEATRE
Playhouse Ln &, Gilles Arcade
FRIDAY: 5pm – 9pm
SATURDAY: 11am – 3pm and 4pm – 8pm
SUNDAY: 12pm – 4pm
(note: Sunday won’t be on sale until previous sessions sold out)
2000 + pax
550 + pax per session
PERTH
OCT 20 - 21
CENTENARY PAVILION
Claremont Showgrounds
FRIDAY: 5pm till 9pm
SATURDAY: 11am till 3pm and 4pm till 8pm
SUNDAY: 11am till 3pm
3200+ pax
800 pax per session
ALL TICKETS: $49 + bf
Ticket includes REVEL Wine Glass, all cheese tastings, MOULD Cheese Festival cooler bag to pack their cheese into!
There is no denying the MOULD audience is an engaged one who is dead set keen to meet and greet the makers, growers, farmers and families that just happen to make the best darn Australian cheese in the country.
This year, we again saw a similar demographic but the biggest insight was their engagement. There is most certainly a core group of dedicated ‘curd nerds’ but also, we saw a high percentage of first timers. In fact, over 60% of ticket purchases were new to the festival meaning we’re reaching more and more people and with previous attendees spreading the good cheese words amongst their friends.
This is not just awesome, but powerful for a wider range of story telling.
Not only that, they are coming to buy and buy big. With overall sales up 15% per person, they’re looking for an exerpeince and a whey (ahem) to engage directly with primary producers.
They're technically savy, seek and engaged.
77%
Under the age of 45
59%
Under the age of 35
65%
Women
80%
engaged with us online via mobile
Yep, we’re CURD NERDS so get strapped in as we're about share with you all the insights and understandings we gained from this years event. Whether it be how much cheese is sold, and what kind, or the milk type or more, it all adds up to some fascinating insights.
"MOULD - A CHEESE FESTIVAL is a 12,000 person audit on the current state of play of Australian cheese across four states of Australia from the east to the west coast."
Every year we get to know more and more about our audiences in each city, the trends and the nuances so we share this with you to better help prepare you for future events.
And let’s tell you, each city truly does have a varied personality!
As we say, the more we know, the better we can prepare you on event day and with such historical data now on hand, we can now drill down to individual producers and show how their sales have gone over the years.
One thing is for sure, and no matter what people say, our audience LOVES Australian cheese and are damn happy to pay for it.
As we said at the beginning, MOULD A CHEESE FESTIVAL is now a 12,000 person audit on the current state of play of Australian cheese on the east coast of the country and beyond.
The sales data alone offer insights into style preference, milk popularity and, perhaps most importantly, highlight the demand for good Aussie Cheese.
CHECK OUT THE 2023 POST EVENT REPORT HERE
17,500
People will join us on event days in 2024
$8,320
Average sales per cheese vendor per event
$120.50
Average Spend Per Person
(on top of ticket price)
12.5 tonnes
estimated amount of cheese to sold on event days in 2024
$48
Spent on cheese per person
175
different cheese on tasting in 2023
700gms
Average weight of cheese purchased per person
4 units
of cheese sold per person
1.7
bottles of wine purchased per person
20%
YOY increase on sales since 2021
What do we expect from 2024?
We anticipate ...
We do our best to ensure your event experience is as streamlined, easy and enjoyable as possible, so all you have to do is rock up on the day. Everyone is busy after all.
It’s been a full on few years for all and we do our best to keep these costs down and accessible as possible which is why for this year, we are offering two options.
OPTION #1
No Stand Fee
But 20% commission on all sales (+1.1% credit card fees)
The commission model has worked successfully f....
COMMISSIONS INCLUDE
CHEESE MAKERS
- Display Deli Fridge
- Min 2 x Pallet bar with signage, sneeze guards and access to hand-wash stations
- Trestle table with cloth
- Square Terminal programmed and loaded with your items
- Cheese moved to cool rooms upon delivery (includes fork lift)
- Min of 3 x 3 mtr space (additional space available upon request – fees appl
- The above infrastructure and support equates to approximately $1,750 – $2,000 of value
- Two REVEL wine glass to taste from, two for larger events (more available on the day at $10 per stem)
- Listing on the MOULD WEBSITE
- MARKETING and PROMOTIONAL support via social media channels and multiple shout outs
- SOCIAL MEDIA CHEAT SHEET (to make promoting yourself in the lead up easier)
- EXHIBITOR BIBLE detailing all participating requirements and links for licensing, etc.
SALES ON THE DAY
All sales on the day, even for later delivery, must go through our Square terminals.
This also means no more temporary liquor licences for any drinks provider (yes!).
It also allows us more transparency on what happens on event days so we can better prepare you in the lead up to event day.
Post event, we provide you with detailed sales report per session and overall with funds transferred to your account the week following the event (normally Wednesday or Thursday at the latest).
PLEASE NOTE: All sales on the day, even for later delivery, must go through our Square terminals (for liquor license requirements).
Always coveted. Always fascinating. Always hotly contested.
Again, this years People's Choice offers a fascinating insight into what is happening on the ground, what people are ‘liking’ versus what they are ‘buying’. Sometimes it matches. Sometime it doesn’t but that’s the fun bit, right?
Close to 30% of attendees used the app which is high in comparison to other event apps.
So below, are the top cheeses by city as well as overall cheese producer who coveted the most votes.
For comparison, we've added in the cheese sales by kilos and items as well.
Yep, we love the data!
We do two awards now.
CHEESE OF THE YEAR and
PRODUCER OF THE YEAR
in 2023 they were ...
NATIONAL WINNER
MEADOWBANK
Tasmania
MELBOURNE
DIRTY THREE
Gippsland
BRISBANE
CHARTERIS
Central Otago
SYDNEY
MEWSTONE
Tasmania
HOBART
MEADOWBANK
Tasmania
WHO WILL IT BE IN 2024???
TICKETS ON SALE MARCH 7
So be sure to register before then and be part of the launch!
Upon registration, we'll send you through a complete EXHIBITOR BIBLE which aims to answer all the questions you may have.
This year, we have also partnered with key hotels in various cities offering super discounted rates.
We'd love to see you all with us for another incredible tour!
AND FINALLY ...
PINOT PALOOZA has always been about connecting people to people and coming together in collaboration, not competition.
Plus, having a heck of a lot of fun doing it!
Whilst it will be 18 months in-between events, have a look to the side of some of the happy snaps from the events last year.
We can't wait to get back together and celebrate the grape we love.
But honestly, thanks so much for being part of PINOT PALOOZA. Your love and support truly means the world.
We just cannot wait to see you again. It has been far too long between Lols and hugs.
If you have any questions at all, please don't hesitate to contact us!