Pop-ups and partnerships: an opportunity for the wine industry

Pop-ups and partnerships: an opportunity for the wine industry

The trend of street-style or pop-up eateries is now so ubiquitous that you would think the cognoscenti of the world’s major cultural capitals would be getting tired of it. But it appears not. The pop-up food genre appears to be evolving faster than an Australian Ashes innings, and new collaborations are showing that the category can still deliver originality and cleverness. So it was last week in Sydney, I bought two, what we might deem as ‘food fads’, thanks to two clever collaborations, from which wine could find inspiration.

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