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The Challenge
Melville Communications was supporting a multinational workforce communications software provider launching new proprietary research to an audience of senior HR and Internal Communications leaders from large enterprise organisations.
The challenge was to engage an exceptionally time-poor audience, position the research with credibility and encourage genuine peer-to-peer discussion rather than passive webinar attendance. The event also needed to generate meaningful commercial opportunities while delivering an experience guests would remember.
Our Approach
Instead of a traditional webinar, The Tasting Quarter designed and hosted a online wine tasting experience that blended thought leadership with interactive hospitality.
Using our licensed Zoom platform, the session was delivered seamlessly to guests across the UK and Europe. Branded tasting kits were shipped in advance, with each wine blind-labelled to build anticipation before being revealed live during the event.
A concise presentation introducing the client's latest research was integrated into the session before guests moved into pre-planned breakout rooms, encouraging open discussion, networking and peer-to-peer knowledge sharing. The event remained open after the tasting, giving attendees additional time to continue conversations and build valuable professional relationships.
The Results
The event attracted 20 senior decision-makers from organisations including Skanska, Siemens, Vodafone, Novartis, Amcor, Convatec and Verisure.
Guests remained highly engaged throughout the session, contributing to meaningful discussions rather than simply observing a presentation. The combination of expert content and interactive hospitality helped generate more than £5 million in sales pipeline, demonstrating the effectiveness of experience-led engagement for enterprise audiences.
At a Glance
- 20 senior enterprise attendees
- UK & EU branded tasting kit delivery
- £5 million in sales pipeline generated
- Enterprise organisations including Siemens, Vodafone and Novartis
In Their Words
"Amazing! Thank you so much. They're absolutely thrilled. You and the client's CRO were brilliant together. This was a fantastic start to their three nights of events - you set the bar incredibly high."
A word from our repeat clients:
Thank you so much for such a brilliant evening. We were absolutely thrilled with it.
Melville Communications
Our guests really enjoyed the whole evening, they felt it was really well presented and worked well as an event. The detail that you and Guy put into the food tasting stations was excellent, it looked lovely when it was all set up.
Thank you very much for all your help with this event and I look forward to working with you again in the future.
Slaughter and May
We have asked the Tasting Quarter to host a number of events for us in a variety of locations around London. Not only are they great events, creating great interaction for the participants, but they make us look good as well by association! We cannot recommend them highly enough.
Clearstream
Very comprehensive. Great evening, thoroughly enjoyed it!!
InterAct
Thank you for making this a really enjoyable networking event. We were delighted by your ability to put this together quickly and to be flexible. Guy Wolley was an excellent host.
Macquarie
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