Serve Strategy

Brief

Red Bull tasked Wilde Toast with creating a Summer Serve Playbook to inspire and equip bars for the season ahead.

The aim was to showcase new and engaging ways to serve Red Bull that felt both on-brand and commercially effective.

The Playbook needed to highlight key seasonal serves, provide creative inspiration, and act as a practical toolkit for bartenders and venue teams. Importantly, it had to balance strong visual impact with operational simplicity, ensuring the drinks could be easily executed while driving incremental sales and keeping Red Bull front of mind for summer.

Delivery

We developed a beautifully designed, seasonal Playbook that combined creativity with commercial focus. Our approach began with a clear understanding of Red Bull’s priorities: relevance, executional ease, and standout presentation. From there, we built a collection of summer-ready serves, each carefully crafted to align with consumer trends and venue needs.

The Playbook included photography, flavour notes, and serve strategy guidance, all packaged into a premium, visually engaging document. By weaving in inspiration alongside practical tools, we gave bartenders not just recipes, but ideas they could easily adopt and adapt in busy venues.

Attention to design was critical, the Playbook had to be something the RTM teams could effectively engage their customers with. Through impactful layouts, aspirational imagery, and clear instructions, we ensured the final piece was both functional and inspiring.

The result was a practical, creative toolkit that positioned Red Bull as a go-to summer serve partner. By preparing venues with fresh ideas ahead of the season, the Playbook helped ensure brand visibility, increased trial opportunities, and boosted confidence among teams to bring Red Bull to life behind the bar.

Services: Strategy | Serve Development | Photography | Design