PR agency, littleBIG has collaborated with the
Innocent Bystander crew since 2018, when we helped them launch their slim-line moscato cans. Since then we've been retained to publicise various wine releases, business stories, collaborations, campaigns and Innocent Bystander HQ happenings via lifestyle media and a focused relationship-based influencer strategy.
The success of Innocent Bystander's PR approach has seen several other Brown Family Wine Group brands join Team littleBIG in recent years too.
Across 2024 and 2025, littleBIG helped program, publicise and engage influencers for a series of hugely successful Innocent Bystander x Babylon pop-ups in Sydney and Brisbane.
In November 2025, Innocent Bystander unveiled their new mobile cellar door, a travelling home for the brand following the closure of their Healesville site earlier in the year.
To launch it alongside a bold new brand campaign, littleBIG planned and executed a public event, Innocent Bystander’s Born Different Pre’s Party. The event drew strong publicity across lifestyle and trade media, brought together key stakeholders, media and influencers, and delivered an unforgettable night.
The warehouse party featured free tattoos, drag performances, Slowpoke Burgers, tarot readings, an incredible DJ lineup and, of course, plenty of IB wine.
The event reached more than one million people through earned media, with a further 500,000 reached through influencer activity.
