Montrachet Champagne Laneway 

Not with a bang, but with the pop of a Champagne cork. That’s how the Liquidity team helped launch Montrachet’s newest King Street space.

On Saturday 9 December, a sell-out crowd gathered for the city’s first Champagne Laneway, pitched and designed by Liquidity Marketing. Held just around the corner from Montrachet 2.0, the event was geared to draw eyes, crowds, and cravings to the new French restaurant.

The Brief:

After dishing out to Paddington diners for 9 years, Montrachet closed its original doors, relaunching on bustling King Street. They approached Liquidity for the conception of a unique awareness campaign, designed to generate foot traffic, PR, and a general buzz around the new space.

The Event:

200 tickets sold in the space of 3 days for the unique event, held just off King Street on a transformed Machinery Street. Here, Liquidity commissioned Brandition to style the area after the streets of provincial France. Fresh florals stood as centrepieces for the tables, with baskets of fresh lavender, wicker lounges, and bistro tables whisking guests to the casual street markets half a world away.

As guests tasted their way through the offerings from three Champagne houses, they were treated to sounds of a live four-piece band beneath the Event Rentals marquee.

Also on offer were the first tastes of Montrachet’s yet-to-launch boulangerie, with coffee eclairs, chocolate and yuzu tarts, and escargot among the flavours roaming the laneway.

The Results:

Leading up to the event, the Montrachet Champagne Laneway saw incredible coverage by Brisbane’s top media and influencers.

Mentions were made by the Gourmand & Gourmet, Must Do Brisbane, Weekend Edition, Concrete Playground, Indulge Magazine, Broadsheet, My City Life, The Good Guide, and The Urban List.

In addition to this, Channel 7’s Kendall Gilding and the Courier Mail’s Anooska Tucker-Evans were both in attendance on the day. Channel 7’s The Great Day out featured the event on Facebook Live, resulting in incredible social engagement throughout the day.