Wonderwerk
Live Client
'Making Delivery About Connections'
Wonderwerk’s BIG WINES come in a 1L bottle format, creating a natural opportunity for sharing. While many gatherings today operate under BYOB culture, where guests bring their own drinks, this often leads to fragmented experiences where everyone drinks something different. As Gen Z looks for ways to create more meaningful moments with friends, BIG WINES has the potential to become more than just a drink and instead act as a catalyst for connection.
THE ASK
Develop an experiential, event-based product launch for the BIG WINE series that captures Gen Z’s attention and introduces the wine in a way that resonates with how they gather and socialize.
OBJECTIVE
Make BIG WINES the go-to shareable beverage for Gen Z gatherings.
PROBLEM
Wine has been culturally coded as a performance, something you choose to impress, not something you choose to share.
The Cultural Tension
BYOB culture turns gatherings into individual experiences.
While it lowers cost and pressure on the host, it often creates fragmented experiences where everyone drinks something different. The gathering is collective, but the experience isn’t shared.
At the same time, many people feel pressure to bring something that fits the vibe, feels “worth it,” and won’t be judged, which encourages safe, individual choices rather than shared ones. As a result, gatherings that are meant to bring people together often end up feeling disconnected, with no shared flavor, rhythm, or moment tying the night together.
People crave gatherings that feel memorable and shared, not transactional.
78% of consumers say they value dining experiences that create shared memories over individual transactions.
42% of diners are actively seeking experiential formats when they go out.
(TGP International F&B Trends, 2024; OpenTable, 2025)
This desire for connection is also reflected in the rise of supper clubs, underground dinners, and invite-only dining experiences, which are growing in popularity because they offer real-world bonding, intimacy, and story-worthy moments in an increasingly digital world.
Drinking culture is shifting as well.
Gen Z is increasingly drinking around occasions and shared moments, with wine traditionally tied to celebration and group-first experiences.
Additional Research
Supper Clubs & Underground Dining Culture
Modern supper clubs, secret societies, and underground dinners are growing because they fulfill Gen Z’s desire for: Real-world bonding Intimacy in an overly digital world Novelty + story-worthy moments Identity expression Invite-only exclusivity Source: The Future Laboratory – Experiential Dining Trends; Vogue Business
Occassion-Driven Drinking
Gen Z is shifting drinking toward occasions and connection. Wine is culturally tied to celebration and group-first drinking. Source: Gallup, Wine Meridian
Corresponding Survey
When you go to gatherings, how often is it BYOB? 35%: Almost always When you choose to say BYOB when hosting, what’s your main reason? 34%: It’s easier for everyone to bring what they like How do you usually decide what drink to bring to the gathering? 60%: Grabs something familiar, 30% choose based on the vibe of the night 40 Survey Responses Collected
Target Audience
Social, mid-to-upper young adults who want a clean, great-tasting wine that’s easy to grab & share, and doesn’t require knowledge about wine to enjoy.
Gen Z is entering a strong hosting era. As traditional milestones shift, hosting has become a way to create community and feel grown-up, but the pressure to get everything right can make hosting feel complicated and time-consuming.
Insight
For Gen Z, wine is as much about the vibe as it is about the taste.
Strat Line
The bottle that sets the tone for the night.
BIG WINES encourages rituals that naturally bring people together, pouring for one another, toasting, and sharing from the same bottle, helping gatherings feel more connected and intentional.
Solution
The Big Secret Dinner Society
A rotating series of curated, communal dinners designed to bring strangers and friends together around one table, one menu, and one shared set of BIG WINES. By removing the pressure of choosing what to bring and replacing it with a guided, shared experience, The Big Secret Dinner Society turns wine into what it’s meant to be, a catalyst for conversation, connection, and a night shaped together rather than individually.
Creative
01. BSDS Event Trailer
02. The Big Secret Dinner Society Event
03. Social Campaign
04. Limited Edition Wonderwerk Party Box
Team
Cai Strachan (ST)
Gabby Reed-Carlock (XD)
Kyle Bonenfant (CBM)
Lorna Graham (AD)
Moss Davis (CW)