Summer is an ideal time for beverage brands to creatively engage with consumers through events, and this year, many brands went above and beyond the average rooftop cocktail party. From Stella Artois’s fleet of mini yachts in New York’s East River to Kahlúa’s exhibit celebrating Instagram photos with zero likes, here’s a look at some of the most innovative and unusual event ideas from drink brands this season.
Grey Goose x Surf Lodge Pop-Up
Photo: Angela Pham/BFA.com
Photo: Angela Pham/BFA.com
Photo: Angela Pham/BFA.com
Photo: Angela Pham/BFA.com
Photo: Angela Pham/BFA.com
Photo: Angela Pham/BFA.com
Belvedere and Janelle Monáe’s ‘A Beautiful Future’ Event
Photo: Courtesy of Belvedere
Photo: Courtesy of Belvedere
Photo: Courtesy of Belvedere
Stella Artois East River Riviera
Photo: Courtesy of Stella Artois
Photo: Craig Barritt/Getty Images for Stella Artois
Bar Aperol
Photo: Courtesy of Aperol
Meiomi Pinot Putt Off
Photo: Benjamin Lozovsky/BFA.com
Photo: Benjamin Lozovsky/BFA.com
Patrón #SimplyPerfect Summer Cabanas
Photo: Courtesy of Patron
Kahlúa's Zero Likes Given
Photo: Noam Galai/Getty Images for Kahlua's Zero Likes Given
Photo: Noam Galai/Getty Images for Kahlua's Zero Likes Given
The Chillhouse x Ketel One Botanical Pop-Up
Photo: Courtesy of Chillhouse Nail Designs
The Macallan Estate Open House Event
Photo: Ian Zelaya/BizBash
Photo: Sam Ortiz
Photo: Jónatan Prosper
Veuve Clicquot Polo Classic
Photo: Matteo Prandoni/BFA.com
Maison St-Germain
Photo: Benjamin Lozovsky
Skyy Vodka at L.A. Pride
Photo: Courtesy of Skyy Vodka