Sampling promotions for alcoholic drinks brands are always popular in the summer months and 2023 featured a range of activations
New product launches and raising brand awareness both featured in recent alcoholic brand campaigns
Over the summer, SpaceandPeople were involved in matching a range of alcoholic drink brands to spaces that would let them reach relevant audience. Many of these promotions utilised outdoor spaces to promote the brands, with a distribution element also being popular. From tequila, to whiskey, to cocktails, as well as 0% alcohol variations, there was truly something for everyone!
Altos Tequila
Altos Tequila brought their ‘Margs on the Move’ promotion to Brighton i360, Boxpark and London King’s Cross station with the help of St Marks Studios. Passers-by were invited to sample frozen margaritas made with the company’s tequila!
Peroni
Commuters at London Waterloo and Manchester Piccadilly stations were delighted by Peroni! The alcohol brand brought an non-alcoholic version of their popular Nastro Azzurro pale lager to hand out to passers-by. At Spinningfields, the brand introduced its new product called Capri along with an Italian-inspired experience.
Hendrick's
This outside-the-box alcoholic drink brand promotion was so creative! Hendrick’s raised awareness of its limited edition Flora Adora gin with an impressive installation at Bernie Spain Gardens. The activation invited passers-by to refresh their curiosity through the ‘Curious Idols’ garden, which featured installations by artist Elliot Rooney.
Jack Daniel's
Commuters and passers-by at London Waterloo and King’s Cross stations were transported into an apple yard to sample the new Tennessee Apple flavour of the popular whiskey! Xquisite PR worked with the whiskey label to create an immersive experience for this alcoholic brand activity.
Diageo
Diageo worked with Hot Pickle to go on a tour across the UK to promote the company’s range of 0% alcohol brands. The branded vehicle visited Reading and Manchester city centres, Cardinal Place, Bullring, Westfield Stratford City and Coin Street in London!
Aldi
Aldi and Hopper brought a taste of Rosé to Manchester city centre when it hit the optimum temperature of rosé degrees! A giant rosé dispensing billboard was on site to provide a nice cool glass of rosé wine, however it would only dispense when it hit ‘rosé degrees’ which is said to be 19.2 degrees!
Glenfiddich
Made Workshop worked with Glenfiddich to bring this exciting activation to King’s Cross station! The promotion featured a mirrored cube that hosted an art exhibition created by Ryoichi Kurokawa. The artist was inspired by the brand’s different drinks.
Sampling activations are an effective way to introduce your product to consumers and increase engagement
Sampling gives consumers a chance to experience the product first-hand, without any commitment. It’s an effective technique to make passers-by try out a new product! To make the most of a sampling campaign, it’s important to choose a location that will allow your brand to reach its target audience.