Brief

St Germain tasked Wilde Toast with delivering a premium sampling activation at Taste London, Regents Park in June 2026.

Working collaboratively with multiple agencies, Wilde Toast delivered a 7 person sampling team across front and back of house.

Key objectives:

1. Drive awareness and trial of St Germain among the Taste consumers

2. Introduce guests to the St Germain Spritz serve and the brand itself

3. Deliver key brand messaging and drive rate of sale on the main bar

4. Create lasting positive brand association through service, presentation and professionalism

Delivery

Wilde Toast deployed a team of seven sampling staff across the weekend, executing the sampling activity for the St Germain Club Riviera activation from open to close each day.

Every sample was delivered to brand standard — the right serve, the right presentation, the right conversation. With approximately 14,500 samples poured across three days, the focus was on maintaining the quality of each individual interaction rather than treating volume as the goal in itself.

The result was a high-footfall activation that delivered a YOY samples uplift of 15% to consumers. Our teams also contributed to an overall sales uplift of 5% YOY.

Videography Credit: Leonardo Filippini