Raising the Bar: How Relish Helped Postino WineCafé Expand Its Brand Across New Cities

Introduction

Postino WineCafé, the vibrant brand from Upward Projects Restaurant Group, has built a loyal following with its irresistible shareable dishes, curated wine lists, and laid-back sophistication. As Postino expanded into cities like Atlanta, Irvine, and Phoenix, they wanted more than just awareness. They wanted to bring their "crazy good" experience to life in new communities and build real connections that would last.

To make it happen, Postino partnered with Relish to turn local buzz into brand momentum — and turn first visits into lasting loyalty.

The Opportunity

Postino was expanding into new markets with more than new locations. They were bringing a full experience cozy yet lively spaces, outstanding food and wine, and a brand built on authentic hospitality.

The opportunity was to make that experience tangible for new audiences and establish Postino as a local favorite from the very first visit.

Relish recognized that traditional launch marketing would not capture the feeling Postino creates. It would take real experiences, shared by trusted local voices, to spark the right kind of excitement.

The Strategy

Relish designed a large-scale, multi-city creator activation that captured Postino’s spirit and amplified it across markets.

The campaign centered on four key moves:

• Curate the right creators: 252 influencers were hand-selected for their alignment with Postino’s welcoming, vibrant brand.
• Capture the full Postino experience: From first toast to final bite, creators highlighted the cozy atmosphere, outstanding food, and unbeatable wine pairings.
• Tailor momentum to each market: Content strategies were adapted by city to feel personal, local, and community-driven while maintaining Postino’s brand voice.
• Manage every detail: Relish handled influencer outreach, content coordination, scheduling, and performance tracking to deliver seamless execution.

The goal was clear. Make Postino the place everyone wanted to discover — and come back to.

The Result

Relish’s multi-city activation delivered outstanding results:

• 252 influencer visits across Atlanta, Irvine, Phoenix, and more
• 1.6 million total views across social platforms
• 86,000+ engagements including comments, shares, and saves
• 9.7% engagement rate, significantly outperforming industry benchmarks
• A surge in foot traffic and brand affinity in key new markets

Postino’s expansion did not just create new addresses. It created new loyal communities.

Why it matters?
Growing a hospitality brand is about more than opening doors. It is about making people feel something — belonging, excitement, connection — the moment they walk in.

Relish helps brands like Postino create those emotional touchpoints.

By combining authentic storytelling with strategic creator activations, Relish turns new market launches into lasting success stories.

This case shows that when you lead with experience and connect through real voices, you do not just raise awareness. You raise the bar.

Ready to turn your next launch into a real-world success story?

Let’s talk. https://tryrelish.com/contact-us