Tag: alcohol sampling

The essence of aperitivo culture is wending its way into sampling experiences, offering attendees a slice of the beloved Italian social ritual of gathering for light, pre-dinner drinks and bites, and unhurried conversation, within vibrant branded settings. And a host of consumer behaviors and appetites is feeding the trend, from the rising popularity of early-evening […]

Sometimes it’s what people can’t see that unlocks the greatest potential for engagement. The mystery of not knowing what lies beyond the veil—a sample, an interaction, a giveaway—inevitably prompts attendees to take action. And marketers are strategizing accordingly. In a nod to aperitivo culture, brands have been turning the concept behind Italy’s historic “buchette del […]

This week’s hot takes on hot topics in experiential marketing cover margarita salt caves, museum spectacles and Dragon Solstices.

There are many ways to describe the Hendrick’s Gin brand, but “boring” isn’t one of them. Over the years, the company has built a peculiar “Giniverse”—inspired by the unusual way its liquid is distilled—and an assortment of eccentric live experiences to match. Take this year’s Tales of the Cocktail conference in New Orleans, LA, where […]

In a world often consumed by virality and trends, Tanqueray is sticking to its roots and championing the idea that some things—like a gin martini—never go out of style. The brand’s “Classic or Nothing” campaign, which launched last fall, has been the driving force behind a new long-term strategy aimed at “demystifying” the category and […]