Freixenet Copestick is bringing unforgettable ‘I heart kinda nights’ to life for its I heart wines brand. Think pizza and prosecco nights in, Savvy Bs at pre-drinks, and midweek pinot grigios because… why not?
This isn’t about white tablecloths and wine enthusiasts – it’s about real moments, good vibes and glasses filled with I heart wine. And they’re making sure their 18–35 female audience knows it.
I heart wines is throwing out the rulebook and rewriting what wine means to Gen Z consumers, bringing new, younger LDA drinkers into the category – it’s fun, fresh, and totally fuss-free.
On Saturday 28 June, I heart wines brought the good vibes to Birmingham’s Bullring with their high-energy, beauty-meets-wine ‘Get Ready with I heart’ pop-up, hosted by none other than Love Island All Star Liberty Poole, where she promoted her appearance to her 1.3m followers across Instagram in the run-up to the event and shared live and post-event content, fuelling a wave of hype and visibility across socials.
As part of I heart wines’ mission to simplify wine and inject fresh energy into the category, the event was designed to tap into a universal truth: getting ready for a night out is half the fun.
The Bullring pop-up delivered exactly that. The activation was buzzing as the first 100 attendees snapped up exclusive I heart goodie bags filled with wine and glam treats. Guests were treated to free wine samples, and a collaboration with Barry M Cosmetics provided mini makeovers from pro make-up artists – matching I heart wines perfectly to those iconic getting-ready moments.
The pop-up was promoted through a mix of paid and organic social activity, with Liberty’s posts driving significant engagement and anticipation in the days leading up to it. Micro-influencers local to the area captured content that showcased an authentic, joyful buzz about the brand.
The activation was more than just a one-off – it was part of a wider integrated campaign to make I heart wines front of mind with Gen Z. I heart has been live on BVOD with a national TV ad, Daily Mail homepage takeovers, high-impact social advertising, instore activity and a standout Deliveroo campaign, all geared toward building cultural relevance and growing the wine category in a way that feels current, inclusive and full of flavour.
“We’re showing up where our audience are – on socials, on screens, and now in real life – with experiences that reflect who they are and how they drink wine today,” said I heart wines’ senior brand manager at owner Freixenet Copetick, Emma Fogerty.
“It’s about removing the pressure, dialling up the joy, and making I heart the wine people reach for those gal bonding moments.”
