THREE FAVOURITES: DRINKS BRAND ACTIVATIONS

Experiences over expense is a key trend for the modern drinks consumer and one we're seeing a number of brands jump on this summer. It's all about satisfying that demand for shared experiences v material purchases.

Here are three of our favourites:

👉 Moth: Licence corner shop
For two days in June, MOTH took over a Northern Quarter newsagent, handing out 5,000 Passionfruit Martinis, throwing live DJ sets, teaming up with local deli Bada Bing, and creating one big shared street moment. Less “activating a product” more “creating a party".

👉 Tequila Rose's “Festi-sentials” vending machine
Popping up at festivals and Paddington Station, this hot pink vending machine dispensed glam survival kits (lip gloss, ponchos, mirrors and a 50ml bottle of Tequila Rose). It offered convenience, novelty and the kind of playful, Insta-ready moment designed to be shared. You might hate it, but you're not the target audience.

👉 Aperol’s “Summer of Spritz” NYC takeover
With branded Vespas, 100 Aperol reps, QR-code activations and Uber ride discounts, this campaign brought spritz culture directly to the sidewalks of New York. Seamlessly blending digital and physical, it gave the city a tangible taste of la dolce vita. Sometimes going big and bold is the only creative angle you need.

Each of these nails the “experience over expense” brief, building brand love, giving people stories to tell, and making memories that last longer than the bottle.