In today’s progressive beverage industry, marked by the emergence of new trends like no and low alcohol beverages and the increasing popularity of health-focused options, every brand faces unique challenges in reaching its audience effectively. However, one strategy stands out as universally effective: brand activations. Drawing from our extensive experience in beverage marketing, we’ve witnessed firsthand how strategic activations can drive consumer engagement. In this article, we’re delving into why brand activations should be an integral part of every drinks brand’s marketing strategy, offering practical insights and advice to help your brand stand out in a competitive market.

Collaboration is key to innovation, but it’s not just about teaming up with the usual suspects. Unexpected pairings can breathe new life into your brand and create buzz among consumers. Physical experiences aid retention as well as acquisition, even your loyal customers can forget how much they love your product with how many brands, products and ads we are exposed to. By offering unique and exclusive physical activations through partnerships, brands can capture consumers’ imaginations and set themselves apart from competitors who may only be focusing on their digital strategies.

An example – to commit to their sustainability goals, and to promote the release of their limited edition vodka bottle – made of 41% recycled glass, Absolut commissioned us to create the first-ever recycled runway at London Fashion Week – Absolut Trash.

In today’s marketplace, consumers are increasingly seeking brands that align with their values. It’s no longer enough for a drink to taste great; consumers want to know that the brands they support are driven by purpose and integrity. Value-conscious purchasing is becoming more prevalent with every generation, heightened further by the cost of living crisis and constant recession rumblings. By showcasing your brand’s commitment to sustainability, ethical sourcing, and community engagement, you can build trust and loyalty among consumers. For Deliciously Ella, we created a luscious market garden pop up with pick-your-own seasonal produce, reflecting the brand’s purpose of providing honest, simple and natural ingredients. Educational experiences, cultural associations, and sensory activations can deepen consumer engagement and create lasting connections with your brand.

In an era dominated by digital experiences, brand activations offer a unique opportunity to create memorable moments. Whether it’s a masterclass or a food pairing event, these experiences allow consumers to engage with your brand in a multisensory way, forging emotional connections and therefore driving brand loyalty. The Properly Improper Society pop up we created for gin brand Brockmans, included cocktail making classes, live DJ sets, comedy, spoken word poetry, live music and a programme of talks. People often associate a drink they’ve had with good memories with friends and family, therefore beverage brands have the opportunity to represent broader culture, from lifestyle to music. By tapping into cultural trends and consumer preferences, brands can create experiences that give consumers a deeper enjoyment of the product, encouraging them to repeat their purchases in future. And this isn’t to say digital campaigns should be replaced by brand activations, the key is to go for the 360 approach to tap into all the key touchpoints.

In essence, the power of brand activations lies in their ability to resonate deeply with consumers, fostering meaningful connections that extend beyond transactions with beverage products. By embracing unexpected collaborations, showcasing brand purpose, and creating immersive physical experiences, beverage brands can not only differentiate themselves in a crowded market but also cultivate lasting loyalty among consumers. As the beverage industry continues to evolve, brands that prioritise strategic activations will undoubtedly drive ROI and position themselves for long-term success.