5 Experiential Activations To Inspire

Hands up if you remember the Hendricks Gin experiential activation, ATM To The Marvelous?

We love how Hendricks do their marketing and we’re probably not the only ones.

It was an experiential drinks activation from back in 2019, which was part of Hendrick’s Portals To The Peculiar Campaign.

The premise was based around a 45-minute consumer experience in a secret bank-themed gin bar. On arrival, consumers insert money into the Hendricks ATM before it opens up into a botanical-themed bank where you are served Hendricks cocktails by Alf the Bank Manager.

It was and still is a great experiential drinks activation from a team that nails their marketing.

Great experiential drinks activation in our view grabs you by the arms and makes you take notice. When that attention is instantly followed by brand recognition it’s a win.

Sadly, a lot of experiential activation in the drinks industry is incredibly generic. Very forgettable.

Which is a shame as the drinks industry has the license to push boundaries. To surprise and delight consumers with their experiential activation.

If you don’t cut through and grab attention it’s easy to get lost in the noise.

Brand teams need to keep front of mind that exceptional production quality is not enough to engage consumers anymore.

They need to exercise creativity, and a deep understanding of the audience, and have the ability to surprise and delight and make consumers part of the action.
And it’s worth it, data suggest that 40 % of consumers agree that experiential marketing makes them more loyal to a brand.

Here are some experiential drinks brand activations to get you thinking.

1. Fentiman’s Amnesty Tour

Fentiman’s have definitely levelled up their marketing over the last few years. While they have always had a unique positioning, they have upped the ante with their amnesty tour.

This experiential activation saw them tour major cities in the UK including Newcastle, Manchester and London, in a bid to rescue Brits from poor drink choices.

Central to the experiential activation is the soft drink’s new brand character Fentiman, who has been appointed the brand “Ambassador For Exquisite Taste”.

Via a big screen on the pop-up, Fentiman helps consumers find more inspiring drink choices before dispensing their preferred Fentiman’s drink

This experiential activation is excellent because it’s engaging, and cleverly positions Fentiman’s beverages as a hero product against competitors. From an operational perspective the asset is easy to move, maintain and activate in each location, which is a huge benefit from a return on investment perspective.

2. Corona Limonada

For the launch of Corona Hard Seltzer Limonada, which is inspired by Mexican Limonada recipes, Corona partnered with language-learning app Duolingo to give consumers an opportunity to test their Spanish skills in exchange for a sample of the newly launched beverage.

Consumers had to order a Corona Hard Seltzer Limonada in Spanish using an interactive, voice-activated vending machine that the brand custom-built for the activation.

Those who got it right received a free sample of the new product, and those who missed the mark were given a free one-month subscription of Duolingo Plus to practice their Spanish.

This again is a great example of experiential activation. It perfectly leverages a brand collaboration that makes sense and creates a win mechanic that is fun and super engaging for consumers. In terms of logistically, this is an activation that could really be sweated for ROI due to the probable low cost of moving and activating.

3. Heineken Pub Museums

Heineken’s “Pub Museums” activation celebrates the history and cultural significance of Ireland’s iconic pubs. Launched in 2024, the initiative transformed renowned establishments like Toners Pub in Dublin and Sean’s Bar in Athlone into interactive museum experiences. Visitors can explore the history of these pubs through QR codes on historical artefacts, unlocking stories and facts about their rich heritage.

This experiential activation stands out for its innovative use of augmented reality, providing an engaging and educational experience for patrons. By promoting the preservation of these cultural landmarks, Heineken not only enhances the pub-going experience but also supports their recognition by The Heritage Council and UNESCO as vital parts of Ireland’s intangible cultural heritage.

This brand activation is clever as it leans into the consumer tension towards the loss of pubs due to increasing costs, taxes and restrictions while creating unique, memorable experiences for customers. It’s the perfect blend of storytelling, technology, and heritage, ensuring these iconic pubs are celebrated for generations to come while positioning Heineken as a champion of the pub.

4. Moet & Chandon Vending Machine

The Moët & Chandon vending machine was a brilliant experiential activation because it combined luxury, novelty, and accessibility in a single experience. By transforming the traditional champagne purchase into an interactive, playful event, Moët & Chandon created a buzzworthy moment that appealed to both luxury connoisseurs and social media-savvy consumers. The vending machine’s sleek, high-end design and gold aesthetic aligned perfectly with the brand’s premium image, ensuring that it stood out in any venue.

This experiential activation encouraged engagement by offering a unique, memorable way to enjoy a typically exclusive product, breaking the norm of traditional champagne consumption. Its Instagram-worthy appeal generated organic promotion, as consumers eagerly shared photos and videos online, amplifying brand visibility. Moreover, placing these machines in trendy, high-traffic locations allowed Moët & Chandon to reach a broader audience while reinforcing its position as an innovative and approachable luxury brand.

5. The Art Of Patron

The Art of Patron VR Experience was a successful experiential activation because it seamlessly blended immersive technology with storytelling to enhance consumer engagement. By transporting participants into the world of tequila-making, the virtual reality journey highlighted Patron’s dedication to craftsmanship and authenticity. The experience offered a behind-the-scenes look at the agave fields, the distillation process, and the heritage of the brand, creating a strong emotional connection with users, while also providing important category education for tequila.

This activation stands out because it taps into the emerging excitement for virtual reality and gives consumers multisensory engagement, making it immersive and memorable. By leveraging cutting-edge VR technology (at the time), Patron positioned itself as an innovative brand while reinforcing its artisanal values, which is a masterstroke.

The experience also appealed to tech-savvy, experience-driven audiences, aligning with modern consumer preferences. Furthermore, by sharing the activation at events and online, Patron amplified its reach, fostering brand loyalty and generating buzz that extended beyond the initial audience. It was both innovative and brand-aligned.

To see some of our work in this space, please visit our projects page.