Chapel Down Sparkling Wine Bar at Newbury Racecourse

Introduction: A Sparkling Start to a Promising Partnership

XG was appointed to support a collaborative project between Chapel Down, England’s leading wine producer, and Newbury Racecourse, one of the country’s most respected horse racing venues. The objective? To rebrand the Crafty Filly Bar as The Filly’s: Sparkling Wine Bar by Chapel Down, establishing a branded hospitality presence on-site with a view to longer-term brand development.
This project is part of a broader transformation, laying the groundwork for an increasingly immersive brand experience.

A Strategic Step into Venue Branding

The initial scope of the project focused on giving the space a clear identity and visual alignment with the Chapel Down brand. XG delivered this through a coordinated package of venue branding, including:

External facia graphics.
Window graphics to signal a change in concept and ownership.
Internal branding elements to establish the bar’s association with Chapel Down.

By focusing on core brand elements, this phase established Chapel Down’s presence, setting the foundation for future development and showing commitment to the venue.

Project Management, Production and Installation

With a live race day in the calendar, timing was critical. XG’s in-house team handled the project from start to finish, managing:

Site survey and brief analysis.
Close liaison with both Chapel Down and Newbury Racecourse.
Development of artwork and visual proposals.
In-house production.
Installation services to meet a fixed event deadline.

Working with the stakeholders, XG delivered on time and ensured the environment was race-day ready with a clear brand identity in place.

“This project was about creating visibility and a confident brand presence, laying the foundations for a more immersive experience in the future.”

Laying the Groundwork for Future Brand Development

While this phase was focused on establishing brand ownership of the space, future phases are expected to build on this foundation. Chapel Down have signalled their intent to continue enhancing the environment, with plans to make the customer experience more immersive through further branding and venue activation.
This project highlights how venue branding can evolve, starting with foundational visibility and progressing into a more layered brand journey, which XG is well-positioned to support as the partnership develops.

Quotation 2 “It was about delivering confidence, giving Chapel Down a firm presence within the venue, with the agility to build from here.”

Conclusion: First Steps Towards a Fully Branded Environment

The successful delivery of this project at Newbury Racecourse signals the start of what promises to be a progressive branding journey for Chapel Down. With XG’s expertise in venue branding, project management, and in-house production, this initial implementation has secured a confident platform from which further brand development can evolve.
Working with two established names, Chapel Down and Newbury Racecourse, XG is proud to have played a role in setting the tone for a more immersive experience that will grow over time.

Thinking about a project like this? Let’s talk, call XG on 01280 707 180 or use our online contact form.

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