Australian Vintage has taken over the Hong Kong with an immersive activation campaign, including a Poco Vino tram, officially launched today in a ribbon cutting ceremony.
Australian Vintage’s small format wine Poco Vino has launched an integrated mix of visibility, engagement, influencer storytelling and retail experiences in Hong Kong to reach consumers across multiple levels.
At the heart of the campaign is a full wrapped Poco Vino tram as its hero activation, officially launched at a ribbon cutting ceremony on Wednesday 27 May 2026.
The double deck tram will ‘ding ding’ its way across the island from 16 May to 26 June 2026, transforming a beloved symbol of Hong Kong into a mobile expression of Poco Vino’s vibrant identity. The colourful tram injects a bold visual presence while weaving into the city’s major lifestyle districts to act as the central thread stitching together the campaign’s ecosystem.
Consumption opportunities and cultural moments
Other aspirational content initiatives include curated influencer partnerships and targeted outreach to extend the tram activation into everyday consumption opportunities, lifestyle moments and cultural conversations.
In addition to structured partnerships, organic amplification will be encouraged through real consumer experiences, events, and community participation.
Activations include partnerships with local lifestyle businesses such as yoga studio Flowga, hair salon Love Hair, fitness trainer DBDB Training, and running club She Runs Collective, for a range of community-led fitness, beauty, and wellness initiatives.
Their ongoing tastings and collaborative content organically integrate Poco Vino into Hong Kong culture while building momentum in the coming months.
Wraparound retail activation
To support the engagement, integrated omnichannel retail activation across distributor DFI Retail Group’s touchpoints align in-store visibility, digital integration, social platforms, and retail media ecosystems.
DFI’s YUU app will feature Poco Vino starting in late May to reinforce connection between digital discovery and retail conversion, further ensuring consumer brand encounters across multiple platforms.
Meanwhile, in-store execution such as branded fridge units, floor displays, and shelf visibility all underscore strong brand presence at point of purchase and Poco Vino’s visual identity within retail spaces.
Hong Kong tram is Poco Vino’s ‘perfect platform’
Together with the wrapped tram, the campaign reinforces Poco Vino as an approachable wine that integrates well with today’s urban lifestyle habits.
“The Hong Kong tram was the perfect platform for Poco Vino,” stated Kate Williams, Australian Vintage’s head of Asia.
“It is one of the city’s most recognisable cultural icons, and it gave us an opportunity to showcase the brand in a way that feels energetic, connected, and impossible to miss. The scale and impact of the activation perfectly reflect Poco Vino’s vibrant personality.”
“This campaign was designed to connect every stage of the consumer journey,” said Francesca Martin, Nimbility’s founding partner and brand strategist for Poco Vino.
“From city-wide presence and influencer engagement to community partnerships and retail integration, each element builds cultural relevance for Poco Vino in Hong Kong. The objective is meaningful integration into the city’s modern lifestyle occasions.”
Related news
Aussie brewery Mountain Culture gears up to Asia expansion
Alcolase secures £1.3m to tackle alcohol intolerance in East Asia
Archaeologists unearth 2,300 year old bottle of Chinese beer