BCW Australia

(managed triennially since 2006 -1500 pax)


Bring together the National Sales, Marketing and Operations Team of Lion Beer, Cider and Wine Australia to reflect on past achievements, recognise performances and provide strategic insight for future direction in a rapidly changing industry and diversifying market. This year was our 6th delivery of this event so it needed to be fresh, relevant and engaging. We were asked to provide a multi-faceted & complex program that included plenary, multiple breakouts & themed brand activations, as well as an exciting social program that included a “festival of brands” and feature entertainment across multiple nights in multiple venues/stages.



Bringing together over 1000 attendees from around Australia and New Zealand, Essential Experiences were instrumental is developing a complex, multi-day event program encompassing conference plenary sessions, themed brand & breakout experiences and an energising social program including pre and post events.

Over 4 days, this national conference included a welcome cocktail event, two gala dinners and a complex concurrent stream, as well as a half day tradeshow. Utilising 2 of Melbourne’s biggest conference venues – Crown Conference Centre and the Melbourne Convention and Exhibition Centre – our delegates enjoyed hearing from their colleagues, Leaders, industry experts and some of Australia’s most respected guest speakers. By breaking the program in to large plenary sessions, smaller team breakout sessions, brand activations and rotations, as well as a trade exhibition of new and existing products, delegates were immersed in a varied and engaging program.

A program highlight was “Septemberfest” – a half day brand showcase where all delegates moved through a trade exhibition sampling new products, learning about upcoming marketing campaigns and strategies, and mingling with their colleagues.

In collaboration with the Lion Creative Team, EEE implemented a fully integrated marketing campaign (Next Gen Lion) for the project. A conference identity and concept were designed and carried through from the initial EDM/call to action, to the EEE designed Conference APP, through to the final post event evaluations.

From The Client

Thank-you EEE for your amazing efforts and support for our Lion Conference.

It is always a pleasure to work with you and your team. You have demonstrated our values and professional behaviour even when we have asked you to go above and beyond the call of duty. You live our values every day and it is because of this we consider you part of the Lion Family.


  • 1625 flights booked
  • 1106 personalised conference bags packed and distributed
  • Too many to count selfies taken with our conference hosts Hamish & Andy