WELCOME!
Here we go. The 12th year of Pinot Palooza. The festival in celebration of the grape variety we know and love. From humble beginnings in 2012, to multiple cities and counties, the festival has evolved and celebrated an ever growing community of like minded, curious wine folk all about connecting people to producers who make the best darn Pinot Noir on the planet.
There is no denying it's been a tumultuous few years, but we at REVEL are constantly reminded of the enthusiasm our audience has to connect directly with the makers, growers, farmers and families we help represent. We see it each year at Pinot Palooza, we see it at our MOULD - A Cheese Festival and we see it via our socials.
This year’s tour will be no exception.
As we return fully to our Spring time schedule, we again head to Perth, Sydney, Brisbane and finish in our home town of Melbourne. Will we head back overseas at some stage? No doubt. But for now, we focus on our home territory.
Here you’ll find all the information about this year's tour, insights into our audience as well as the sales data we saw from last year. Plus, most importantly, how to get involved and what it means to do so.
Let’s get into it.
We again return to our traditional ‘Spring time’ of year for the East Coast cities, albeit slightly later than previous. We kick off the tour in PERTH and bring with us our cheese festival, MOULD. Combining both brands has proved a wonderful whey (ahem) to reach a larger audience in smaller capital cities.
We then kick off the East Coast Tour in Sydney in October, before two back to back weekends in Brisbane before coming home to Melbourne at the Royal Exhibition Buildings.
Throughout, we’ll see up to 15,000 people in four capital cities.
Epic.
YOUR POP UP CELLAR DOOR
Pinot Palooza has very much evolved into exactly that, your pop up cellar door with people wanting to not only taste and connect, but buy direct. Last year alone we saw on the day wine sales increase a whopping 25% despite the economic downturn. We see no reason for this to change and if our cheese festival MOULD is anything to go by, we believe it will increase again this year.
The key part tp this festival is to ask yourself, how long would it take to see 15,000 people, from those capital cities, at your cellar door?
This is what Pinot Palooza can be
PERTH
AUG 9 - 11
CENTENARY PAVILION
FRIDAY: 5pm till 9pm
3500 + pax
750 + pax per session
A MOULD x PINOT PALOOZA format
SYDNEY
OCT 4 & 5
CARRIAGEWORKS
Eveleigh
FRIDAY: 5pm till 9pm
SATURDAY: 11am till 3pm and 4pm till 8pm
3000 + pax
1000 pax per session
BRISBANE
NOV 15 & 16
EXHIBITION BUILDING
Brisbane Show Grounds
FRIDAY: 5pm – 9pm
SATURDAY: 11am – 3pm and 4pm – 8pm
3400 + pax
1200 + pax per session
A MOULD x PINOT PALOOZA format
MELBOURNE
NOV 22 - 23
ROYAL EXHIBITION BUILDING
Carlton
FRIDAY: 5pm – 9pm
SATURDAY: 11am – 3pm and 4pm – 8pm
4500 - 5000+ pax
1500 + pax per session
TICKETS: $55 + bf
Ticket includes REVEL Wine Glass, all tastings (no tokens) and Pinot Palooza Tote Bag (to encourage take home wine sales)
MOULD x PINOT PALOOZA TICKETS: $49 + bf
Ticket includes REVEL Wine Glass, all tastings (no tokens) and Pinot Palooza Tote Bag (to encourage take home wine sales) and Cooler bag for the cheese
Consistently, Pinot Palooza attracts a younger audience every year with up to 55% under the age of 35 with 55-60% of that age group being women. Overall, the percentage of women is close to 60%.
What was also fascinating about this year was the large percentage of newcomers to the festival with close to 60% of ticket purchasers saying this year was their first time joining us.
So what does this mean?
A highly engaged, curious and purchase motivated audience keen to get to know the best makers of Pinot Noir going around.
They’re technically savvy, highly social and are looking for a greater type of wine experience.
They travel, are interested in exploring their own backyard (and beyond) and love to talk about it amongst their friends.
Word of mouth is still the most potent form of communication about our event followed by our own database and social channels.
Like everyone, their lives are busy, stressful and challenging so they’re looking for experiences outside of their world. And will spend for it.
In short, it’s the audience we’ve always wanted.
In short, it’s the audience we’ve always wanted.
55%
Under the age of 35
75%
Under the age of 45
60%
Women
65%
Women in the under the age of 35
Ok, get ready to get really really wine nerdy for never before have we had such transparency over what is happening on event days thanks to not only the sales on the day, but people's choice and more.
There is a huge amount of data from the campaign and we’ve done our best to provide you with what we believe is the most insightful and meaningful.
"Pinot Palooza is now an 15,000+ person audit on the current state of play of Pinot Noir on the East Coast of Australia"
Alongside the various charts, do have to make note of some of the caveats mainly around the number of vendors as some regions were only represented by one or two.
But all in all, it shows a fascinating insight into the current state of play of Pinot Noir on the east coast of Australia, which regions wine drinkers are seeking, the styles they’re after, and the people and personalities they engage with.
What is the most exciting is seeing how our audience is seeking a broad range of wine styles and regions; discovery and access has always been a hallmark of Pinot Palooza.
CHECK OUT THE 2023 POST EVENT REPORT HERE
15,000+
People will join us on event days in 2024
$5,153
Average sales per vendor per city
(Up 28% on 2022!)
$138
Average Spend Per Person
(up 20% from 2022)
19,250+
bottles of wine sold in 2023
$90
Spent on wine per person
205
different Pinot Noirs on tasting in 2023
$45.50
Average RRP of wine sold
95
wineries participated in 2023
2.2
bottles of wine purchased per person
14
wine regions
So, what do we expect from 2024?
Whilst the commentary around a reduction in discretionary spend continues to be the narrative of the past two years, we simply have not seen it at our events with average spends per person for both MOULD and Pinot Palooza increasing 20-25% on last year.
For our sister event, MOULD - A Cheese Festival, 2024 saw a further 20% increase in spend on 2023.
We see this trend continuing for Pinot Palooza.
Furthermore, we will again give all attendees a custom wine tote bag that will comfortably fit three wine bottles in it to further encourage sales.
Why?
Cos what happens when you give someone a bag at an event?
They fill it!
Finally, for cities like PERTH and BRISBANE, with our MOULD x Pinot Palooza model, many patrons purchase wine to be consumed on site including wines by the glass. So be ready for that as well.
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 and talk about, and sell, your wine. 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 we offer two options.
OPTION #1
Pay a stand fee as usual
No commission on sales
OPTION #2
No Stand Fee
But 20% commission on all sales
The commission model works successfully for our sister event MOULD - A Cheese Festival has seen sales per vendor sales grow almost double since 2019.
We believe this model will have broad appeal to a diverse group of wineries from not just here at home, but in particular our friends across the ditch in New Zealand for both we, and our audience, miss you.
With no major sponsors, we can’t do this event without you and we know the more makers with us, the more tickets we sell and the greater sales for all.
STAND FEES OR COMMISSIONS MODEL INCLUDE
- Listing in the Pinot Palooza Wine List website based App
- Pallet bar with basic signage; 2.5 x 2.5 mtr space (additional styling available upon request – fees apply)
- Spittoon, ice bucket, water
- One REVEL wine glass to taste from, two for larger events (more available on the day at $10 per stem)
- Listing on the PINOT PALOOZA 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.
- LISTING in the Pinot Palooza HALL OF FAME
PLEASE NOTE: Fees are exclusive of GST
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 a detailed sales report per session and overall with funds transferred to your account the week following the event.
All credits card charges are passed onto customers at the time of transaction.
For those opting for a STAND FEE, there will be a 2% administration fee, for terminal hire / set up.
For those opting in for the commission based model, this is included in the 20% commission.
PLEASE NOTE: All sales on the day, even for later delivery, must go through our Square terminals (for liquor licence requirements).
PERTH
No Stand Fee
20% commission on sales only
SYDNEY
$1050 per stand (+gst)
BRISBANE
$850 per stand (+gst)
MELBOURNE
$1050 per stand (+gst)
*** Stand fees are for wineries only, all other food and drink vendors are 20% commission on sales. Further charges may be incurred depending on infrastructure requirements.
OR NO STAND FEE
BUT 20% COMMISSION ON SALES
The choice is up to you.
Just note this upon your registration via the link below
REGISTER HERE
The People’s Choice has always been a much coveted award offering loads of insights into wine drinker trends, regions, personalities and more.
Last year, we went full digital with web based app where attendees could download and not only vote for their favourite producer on the day, but add / ‘like’ wines they tried to create their very own pinot playlist that could be emailed to them afterwards.
Over 40% of attendees used the app which offered even more insights to preferences on the day. But of course, there could only be one so ... *drumroll* ...
NATIONAL WINNER
GHOST ROCK
Tasmania
MELBOURNE
GHOST ROCK
Tasmania
BRISBANE
WILD EARTH
Central Otago
SYDNEY
GHOST ROCK
Tasmania
PERTH
MEADOWBANK
Tasmania
WHO WILL IT BE IN 2024???
TICKETS ON SALE JULY 13th
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!
Seeing everyone back in full swing last year was an absolute joy.
To welcome back so many more friends again will be even better.
But honestly, thanks so much for being part of PINOT PALOOZA. Your love and support truly means the world.
We just cannot wait to welcome you all again and join in a big celebration of all that you make and nurture.
If you have any questions at all, please don't hesitate to contact us!
