Since summer is an ideal time to enjoy a refreshing cocktail, spirit brands have kicked off the season with a variety of festive events. From celebrations of specific cocktails to product launches to traveling event series focused on a theme, here's a look at how brands such as Bacardi, St-Germain, and Cointreau have engaged cocktail-lovers this season.
Cointreau continued its annual Art of La Soirée event series with a celebration of the margarita in June, which took place at the Fig House in Los Angeles. The event, which was designed to evoke the spirit of 1948 Acapulco, offered classic Cointreau margaritas in branded glasses.
Grey Goose Canada is hosting a traveling French picnic-inspired dinner series this summer, offering Grey Goose cocktails and a menu from chef Justin Kent. The Montreal event, which took place June 27 at the Forest and Stream Club, invited guests to dine in a picnic-style setting. The series will travel to Vancouver August 1 and Calgary August 3.
Servers carried cocktails in cups that featured the Grey Goose logo and color scheme.
Branded decor included a sailboat with the event hashtag and Grey Goose logo. The events are designed by Community.
The event featured an interactive cocktail bar with an orange backdrop that was decorated with salt shakers, limes, oranges, jalapeños, and bottles of Cointreau.
Decor included a ceiling installation created with hanging oranges.
Elderflower French liqueur St-Germain and landscape artist Lily Kwong celebrated the summer solstice by creating a floral installation, which debuted June 21 on the High Line in New York. As part of the installation, Kwong designed a canopy of fresh flora and fauna.
The event's step-and-repeat featured St-Germain bottles and flowers that spelled out the brand’s name.
Kwong’s installation also included a hedge maze that had a branded cocktail cart.
The maze also offered a photo op that included a bicycle covered in greenery and Maison St-Germain spelled out in flowers.
Svedka hosted a summer party to launch its new blue raspberry flavor on June 14 at Siren Studios in Los Angeles. The event, which was produced and designed by Shadow and Jessica Fels Event Production & Design, featured a pink-and-blue-theme bar that included neon signage of the event hashtag.
Overheard LA invited event guests and talent—including singer and The Real Housewives of Beverly Hills’ Erika Jayne—to create and share custom memes at a photo booth.
The event also offered blue and pink ice cream that was spiked with Svedka, courtesy of Nitropod Ice Cream.
Campari kicked off the fifth annual Negroni Week on June 5 at Lovage Rooftop in New York. A custom bar was decorated with Campari bottles and showcased a marquee sign of the event title.
The event, which was centered around the past, present, and future of the Negroni cocktail, included a “Negroni Goes to Space” bar that imagined the future of the cocktail.
The event also offered guests a Negroni fountain.
Bacardi partnered with electronic music trio Major Lazer to bring Caribbean-inspired concert events to fans. The first event, which took place in May on a private beach in Miami, offered guests cocktails in branded coconuts.
The event featured multiple on-theme areas, including an island-inspired DJ booth with a branded backdrop.
