An Enhanced Wine Experience for ATG Entertainment
We launched Canned Wine Co. into ATG, the UK's largest theatre group, doubling wine sales of Delivered At Seat and boosting customer experience.
Experience Driven entertainment
ATG Entertainment, formerly the Ambassador Theatre Group, started working with Canned Wine Co. in 2022 to enhance their Delivered At Seat experience offer and ease queue pressure on their kiosk bars by introducing single serve wines.
Our premium range was such a success, outselling the cheaper can offering by 2 to 1, that in 2024 we introduced our new brand The Copper Crew into ATG theatres to supply the entire offer for canned wines for the ATG estate.
Our quality, wine-first approach aligns with ATG Entertainment’s drive for delivering a best in class experience at their theatres across the country. Our wines provide guests with a delicious example of some of European’s most exciting grape varieties, from zesty Grüner to full-bodied, moreish Garnacha.
We have worked with the group to introduce multibuy bundle deals, and at site-level to pair with their snack brands and boost kiosk sales.
This work has resulted in an increased spend per head across ATG Entertainment and more than doubled year-on-year growth for canned wine sales across the business.
Featured wines
A full service offering of premium wines from Canned Wine Co. and our deliciously fun organic Copper Crew trio means more choice for ATG guests.
Our partnership with Canned Wine Co. continues to grow in 2024, our customers love the quality of the wines and the unique grape varieties. We enjoy working collaboratively with the team to deliver exceptional activations and their training in our theatres has helped grow sales significantly. We look forward to continuing our partnership in 2025.
Ellie Bird
Head of F&B Product, ATG Entertainment
Making an impact
We work with ATG Entertainment to deliver an enhanced customer experience by elevating the wine offering, support commercial success with training and marketing, and help the group with its goals to become a leader in sustainability.
Quick, efficient service of our cans provide an operational benefit to kiosk staff during busy intervals and pre-show trading. Our work with ATG to enhance the Delivered At Seat offer, including special offers, has provided their regulars and higher spending crowd with more choice for great tasting wines.
We’ve eliminated wastage from open bottles going bad from kiosk and at-seat points of sale, ensuring profit on every pour. This means we can support them to be more sustainable without compromising on profit. Our cans are infinitely recyclable and our strict supplier approval process ensures we are working with wineries that practice sustainable, regenerative or organic viticulture.
Bespoke POS and display materials, as well as help with menu designs and regular staff training sessions, ensures an increasing rate of sale for our wines across ATG Entertainment.
Support to ensure success
Canned Wine Co. has supported ATG Entertainment at its venues throughout the calendar year, delivering training for staff and sampling events for customers. We also provide a large suite of POS to help lift sales and make the purchasing decision easy for queueing customers.
What people say
Oh wow, that wasn’t what I was expecting. The Grenache Rosé is amazing! This is perfect for a summer’s show.
Guest at Grand Opera House in York
