During the summer, spirits and beverage brands typically activate at large-scale festivals and events. But with many of those gatherings postponed or hosting limited capacity, brands like CÎROC and Grey Goose have had to, well, drink outside the box. Keep scrolling to see the creative experiences they created—from a floating stage to sustainable greenhouses.
Belvedere Greenhouses
On July 15, to celebrate the launch of Belvedere Vodka’s Organic Infusions line, the vodka brand debuted The Belvedere Greenhouses at Elizabeth Street Gardens in New York. The interactive, sustainable installations, which were designed by chef Kwame Onwuachi, designer Maxwell Osborne and florist Original Rose, are the centerpieces of the experience.
Photo: Courtesy of Belvedere
The launch event’s menu also included three custom cocktails crafted in collaboration with each designer.
Photo: Courtesy of Belvedere
Each greenhouse was inspired by one of the three Belvedere Organic Infusions flavors (Lemon & Basil, Pear & Ginger and Blackberry & Lemongrass) and incorporated sustainability. Guests are able explore each structure and grab fresh fruits and herbs to incorporate into their custom cocktails.
Photo: Courtesy of Belvedere
The experience is open to the public via limited time slot reservations.
Photo: Courtesy of Belvedere
Corona Hard Seltzer Limonada x Duolingo
For the launch of Corona Hard Seltzer Limonada, which is inspired by Mexican Limonada recipes, the brand partnered with language-learning platform Duolingo to offer fans a fun way to learn Spanish on the Las Vegas Strip. Folks were asked to order a Corona Hard Seltzer Limonada en español 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. Watch the activation in action here. Corona worked with advertising and marketing communications agency MullenLowe, production services company Grafico and production company Own the Light.
Photo: Courtesy of MullenLowe
CACTI’s Weekend Takeover at Rolling Loud Music Festival
As the official seltzer sponsor of Rolling Loud Miami, Cacti had a major presence throughout the three-day festival at Hard Rock Stadium July 23-25. Rolling Loud attendees were invited to stop by the brand’s multilevel oasis to enter for chances to win merch and listen to DJ sets.
Photo: Alive Coverage
The festival pop-up featured a slingshot-type game where fans could win prizes.
Photo: Alive Coverage
Grey Goose’s “IN BLOOM” Virtual Concert
Earlier this month, SZA took to the stage to perform “In Bloom,” a virtual multisensory show created in partnership with Grey Goose Essences, the vodka brand’s new line of fruit and botanical-infused vodkas. Over five million viewers tuned in to watch the livestream debut. The singer served as creative consultant, helping to conceptualize the set design, lighting and more. To create the immersive show, custom high-speed drones with a variety of cameras circled the stage to help create the sensation that the audience was in the room.
Photo: Courtesy of Grey Goose
Swae Lee x CĂŽROC Sounds of Summer Experience
On June 5, artist Swae Lee performed a waterfront concert off the banks of the Miami River District on the "CĂŽROC Summer Citrus Sounds of Summer" stage. The floating stage sailed down the river with an LED billboard screen, allowing beachgoers and riverfront crowds to watch the performance. Plus, a bright orange "CĂŽROC Sounds of Summer" mobile truck drove through Miami livestreaming the concert, handing out swag and Citrus Drip with Swae Sprinkles, a signature ice cream flavor inspired by limited-edition CĂŽROC Summer Citrus in collaboration with Miami ice cream shop Mr. Kream.
Photo: Leo Diaz
Tab Cocktails at the TWA Hotel
The TWA Hotel at JFK Airport in New York is currently throwing a retirement party for Tab cola, which was conceived in 1962, the year the TWA Flight Center opened. Every evening, a tribute to the one-calorie bubbly beverage pops up on the retro departures board and Jack and Tab cocktails start flowing. Guests can even pose with a 4-foot replica of the beloved soft drink.
Photo: Courtesy of TWA Hotel
Seaport Artois
In June, Stella Artois opened up its summerlong pop-up that serves pizzas from Michelin-rated restaurants, including Win Son, Aquavit and Llama Inn. The bookable experience via OpenTable, which is located at Pier 16 in New York, costs $50 and includes an amuse bouche, a selection of pizza interpretations, two chalices of Stella Artois, a sweet treat and DJ entertainment. All of the proceeds go towards the city’s restaurant recovery and the James Beard Foundation.
Photo: Courtesy Stella Artois
