Since its start in 2006, iYellow has steadily grown its following and now has more than 7,000 members. The street team was designed as a way to continue this growth. “We wanted to engage with people who were already interested in wine,” said Angela Aiello, founder of iYellow. Targeting downtown L.C.B.O. locations, team members handed out flyers and started the conversation, asking which wines a customer had purchased and which wines they enjoyed. “We want something to organically grow when people naturally like it,” Aiello said, adding that she did not want team members to push or sell the club. Although iYellow hopes to continue the street team, they are still playing around with the model. Aiello is planning to join the team on their next trip to see how well it works for herself.
At the barbecue, each winery had its own station where guests could chat with representatives and sample the wines. Belly Catering served empanadas and barbecued beef and vegetable skewers. Inside, Pig Out Roasters prepared slow-roasted beef sandwiches. Later on, tango dancers from Tango de Oro provided the entertainment. iYellow holds events every two to six weeks, designed to teach members about wine.
