Drinks

How experiential marketing for beverages can can turn sips into stories, and customers into converts

The drinks and beverages industry, like a packed bar on a Friday night, is crowded and competitive. To cut through, brands need more than just a great product — they need bold drink brand activations and experiential marketing for beverages that get people talking, tasting, and coming back for more.

Curious? Us too.

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Brands we’ve worked with in this sector:

Asahi Beverages

Carlton & United Breweries

Endeavour Group

Pinnacle Drinks

Asahi Beverages

Carlton & United Breweries

Endeavour Group

Pinnacle Drinks

Asahi Beverages

Carlton & United Breweries

Endeavour Group

Pinnacle Drinks

Asahi Beverages

Carlton & United Breweries

Endeavour Group

Pinnacle Drinks

Asahi Beverages

Carlton & United Breweries

Endeavour Group

Pinnacle Drinks

Asahi Beverages

Carlton & United Breweries

Endeavour Group

Pinnacle Drinks

Asahi Beverages

Carlton & United Breweries

Endeavour Group

Pernod Ricard

DB Breweries

Campari Group

Casella Family Brands

Pernod Ricard

DB Breweries

Campari Group

Casella Family Brands

Pernod Ricard

DB Breweries

Campari Group

Casella Family Brands

Pernod Ricard

DB Breweries

Campari Group

Casella Family Brands

Pernod Ricard

DB Breweries

Campari Group

Casella Family Brands

Pernod Ricard

DB Breweries

Campari Group

Casella Family Brands

Pernod Ricard

DB Breweries

Campari Group

Casella Family Brands

Pernod Ricard

DB Breweries

Campari Group

Casella Family Brands

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Why experiential marketing for beverages can win in the drinks market

In a sector overflowing with choice, advertising alone isn’t enough. Drinkers want to taste, touch, and feel a brand before they commit — which is why experiences and activations are now the most powerful growth drivers in the drinks industry.

Today’s drinkers are adventurous. They’re seeking out new flavours, formats, and experiences — making experiential marketing for beverages the most effective way to cut through and connect.

Consumers aren’t persuaded by generic campaigns alone. They want authentic, memorable moments. Alcohol experiential marketing and drink brand activations deliver stories they can taste, share, and remember.

The best alcohol brand activations don’t stop at awareness. By combining experiences with smart data capture and re-engagement, brands can turn first sips into long-term loyalty and repeat purchase.

How we help drinks brands conquer a competitive market

We specialise in drink brand activations that drive trial at scale — campaigns designed to sell in with retailers and sell through to consumers. From concept to execution, every activation is curiosity-led, but built around measurable business outcomes.

From bar takeovers and festival activations to retail sampling and on-trade promotions, our curiosity-driven experiential marketing for beverages creates the kind of hands-on experiences that influence choice and accelerate growth.

Experiential & events

Immersive, attention-grabbing events.

Digital & interactive activations

From virtual tours to interactive tasting games.

Retail marketing

Retail and on-premise activations that drive interest & sales.

Sponsorships & partnerships

Strategic partnerships and event sponsorships.

Influencer & community engagement

Connecting you with relevant influencers and brand ambassadors.
Send us your brief — we’re Curious

Case study:

Dean & Monroe’s New Wine & Product Refresh

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The brief:

Launch the new Icon Series Moscato and unveil a new look for D&M’s Style Series King Valley Prosecco to a younger LDA audience socially restricted by lockdown.

Our solution:

We created the Dean & Monroe Saturday Series, a weekly Insta activation that had snackable content from industry experts and KOLs (fashion designers, mixologists, chefs, podcast hosts) paired with the new-look prosecco. A social-media driven competition also offered a $5,000 ‘staycation’ prize.

The results:

Partnering with 120 KOLs, the campaign reached over 7 million people, increased followers by 83%, and doubled the average engagement rate expected for alcohol brands.

Case study:

Carlton Draught Beer Drop Experiment

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The brief:

Reignite the struggling Victorian pub scene in a post-pandemic world for Carlton Draught, safely boosting foot traffic and supporting local venues.

Our solution:

We envisioned and deployed the ‘Beer Drop Experiment’, a geo-targeted, AR campaign. Virtual Carlton Draught beer tokens were ‘dropped’ at 250 partner pubs, and patrons were then able to ‘collect’ those tokens when close and redeem them for a free schooner.

The results:

Winner of Best Innovation at the IHAC Awards 2022. High engagement levels with 99% of users registered for a digital wallet. 43% of drinkers redeemed their beer within seven days.

Case study:

Noble Fellows ‘Best Served With’

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The brief:

Bring Noble Fellows’ cheeky cast of wine characters to life and connect with a younger generation of wine drinkers through a bold, disruptive campaign that broke the traditional rules of wine marketing.

Our solution:

We created an irreverent April Fools’ campaign that flipped the script on traditional wine-and-food pairings in a rebellious stand against convention, sparking conversation and drive action.

The results:

The campaign delivered 1.2 million impressions in its first week, reached 2.3 million people overall, and drove 1,169 click-throughs to BWS, proving that mischief was the perfect recipe for engagement.

Our insatiable curiosity extends to the data too

We understand that in the drinks sector, innovation and creativity are essential when it comes to marketing — but so is delivering tangible growth. That’s why we combine our Curious Thinking™ with Actionable Insights™, our data analysis process, ensuring that every campaign drives engagement, user adoption, and growth within the market.

Curiosity-led audience discovery

We harness data to explore what truly drives your audience — uncovering unexpected insights through a blend of intelligent analysis and the human touch.

Personalised engagement journeys

Guided by insight and curiosity, we craft tailored messaging strategies that spark interest, deepen connections, and keep conversations flowing.

Loyalty through understanding

By staying curious about evolving behaviours and needs, we help you build long-term brand affinity that turns users into loyal advocates.

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FAQs

Experiential marketing for alcohol brands is about creating memorable, hands-on activations that let consumers taste, interact with, and share your product. From bar takeovers to festival pop-ups, these activations drive both awareness and trial.

Drink brand activations give people a direct experience with your product, rather than just telling them about it. By sampling, engaging, and creating a story around your brand, activations influence trial, loyalty, and word-of-mouth more effectively than ads alone.

Successful drink brand activations include in-store sampling, on-trade promotions, branded events, and festival experiences. These touchpoints put your product into the hands of consumers in environments where they’re most receptive.

Alcohol experiential marketing converts curiosity into trial. By combining immersive experiences with smart data capture and follow-up, brands can build stronger memory structures, increase repeat purchase, and accelerate long-term growth.

Yes. While we specialise in alcohol brand activations, we also run experiential marketing for beverages across soft drinks, RTDs, and functional beverages — helping every drinks brand cut through in a crowded market.

Curious? Us too.

Let’s craft your next unforgettable activation. Reach out to discover how we can help you make a meaningful impact.

Let's chat