Over 5 months of planning, 500 crew and staff, 5 states, 12,000 wine glasses, 75 projection screens, 70 laptops and 700 guests, Melbourne based event management company a-live created an event for Treasury Wine Estates unlike any other.

Event producer Ant Hampel and event manager Matt Flinn were given the daunting task of creating an interactive Masterclass and wine tasting event that took place in five different capitol cities at the same time via webcast on Wednesday, August 4.

The event took place across five major cities in Australia via webcast

The trade event was created to make a big impact and drive excitement from the sales force as well as the trade.

The event, using Melbourne as its ‘mission control’ city, included a live webstream interactive Q&A session across all locations using a dedicated chat module.

The Masterclass was attended by over 700 guests Australia-wide

The creative team at a-live created custom-made panel screens and stream screen projections for the content, a deign which was replicated or scaled down for some cities.

The 360 degree environment included images from a photo shoot of the Coonawarra winery as well as a specially recorded soundscape of ‘sound of the Coonwarra’ to create the right atmosphere.

Live acoustic music set the environment in each state as a-live managed the entertainment including Masterclass panel members such as Wynns viticulturalist, Allen Jenkins, Sue Hodder, Wynns chief winemaker, wine educator Jeremy Oliver, famed wine writer and critic James Halliday and others.