Drinks

Serving growth-driving experiences in an industry where patrons are thirsty for something new.

The drinks and beverages industry, like most bars on a Friday, is crowded. To be heard, you either need a very special product, or a very special marketing campaign. And those working within this sector understand that in order to excel, you really need both.

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

A line of colourful shapes

The evolving challenges of marketing in the drinks sector:

In drinks, growth comes from penetration, not just loyalty. Yet too many brands focus on engagement over actual conversion. Getting product into hands (and mouths) is the single most powerful lever for growth, but it’s harder than ever with limited shelf space, media clutter, and changing consumer behaviours.

The drinks sector is overflowing with options. Consumers are always looking for the newest flavour, novel brewing technique or a brand they’re excited by. Launching something new is the first challenge; maintaining relevance through the constant churn is another challenge entirely.

Consumers today are more knowledgeable and discerning than ever before; they’re not easily swayed by generic marketing. They want brands and products that feel authentic, that offer unique experiences. They want a story, not just a product.

One-off activations can be just that — one-offs. Without clear data capture and continuity, brands miss the opportunity to build longer term memory structures and repeat purchases.

How we help drinks brands conquer a competitive market

We build smart, scalable brand activations that drive trial at scale — that sell in and sell through. From concept to execution, our brand activations are driven by curiosity, but built with business outcomes in mind at every stage.

Our curiosity-driven experiences have data strategy baked in — from smart sampling to strategic partnerships. Our approach helps brands understand who their drinkers are, how they behave, and how to re-engage meaningfully.

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.

Curious? Us too.

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

Let's chat