As usual, spirits brands such as Bacardi and Aperol activated at major music festivals and tentpole events this summer. But many also hosted intimate soirees to promote new campaigns and products.
Keep scrolling to see some of these experiences—from an event disguised as “jury duty” to a stadium-exclusive activation.
Cointreau’s The MargaRight Experience
Cointreau continued to celebrate the Original Margarita’s 75th anniversary with its first-ever activation tied to music. In August, the orange liqueur brand activated at concerts at Forest Hills Stadium in Queens, New York, including shows from Jason Mraz and The Strokes.
Photo: Courtesy of Cointreau
The activation included surprise seat upgrades; margaritas, of course; and access to exclusive spaces, such as the Cointreau MargaRight Lounge and MargaRight Backyard Experience, a backstage VIP garden.
Photo: Courtesy of Cointreau
Bacardi's Rum Room
At Bacardi’s Rum Room event, which took place ahead of the brand’s presence during Lollapalooza, guests sipped on specialty cocktails at Kashmir in Chicago, which was modeled after Bacardi x Stadium Goods SNEAK3ASY—a speakeasy pop-up/retail experience that took place in June.
Photo: Yuxi Liu / BACARDĂŤ
New and classic Bacardi cocktails, including the Brown Butter Espresso Martini, Coconut Daiquiri, Cuba Libre, and Old Cuban featuring Bacardi Reserva Ocho Rum, were served.
Photo: Yuxi Liu / BACARDĂŤ
Mount Gay Mobile Rum Shop
The rum brand served up cocktails along with tasty snacks at Montauk Yacht Club in New York (pictured) and Belles Beach House in Venice Beach, Calif.
Photo: Skye Axe
Mount Gay, in partnership with Cocktail Courier, also offered a limited-edition Après the Day Cocktail Kit, which featured ingredients to make Barbados Peach Tea cocktails, including Mount Gay Eclipse, along with a customized City Bonfires’ s'mores kit with Nutella to complement the rum’s tasting notes.
Photo: David Arrelanes
Chandon’s Garden District Pop-Ups
In June, sparkling wine brand Chandon kicked off the summer season with its “Garden District” pop-ups, which wrap up this month. Local bars, restaurants, and shops, including Stick With Me Sweets and The Elk coffee shop, throughout New York’s SoHo neighborhood partnered with the brand to promote its ready-to-drink aperitif Chandon Garden Spritz and offer limited-edition merch, treats, and experiences.
Photo: Courtesy of Chandon
Proceeds from the experiences support the Elizabeth Street Garden, a nonprofit organization that aims to protect and preserve Elizabeth Street Garden as a public community green space.
Photo: Courtesy of Chandon
St-Germain’s Avant Garden Party
St-Germain elderflower liqueur and June Ambrose celebrated the launch of the brand’s Avant Garden Party Kit at PUBLIC Hotel in New York City in July. Guests sipped on the St-Germain Hugo Spritz while enjoying a preview of the party kit. Curated by Ambrose, it includes garden party-ready essentials such as wine glasses and napkins from Black- and woman-owned brands, and is available on the brand’s website for $250.
Photo: Bryan Bedder / Getty Images
Loyal 9’s Pop-Up Party
In June, as a kickoff to the summer Friday season, Diageo’s canned vodka lemonade brand Loyal 9 hosted a pop-up party in NYC to celebrate its latest brand platform, “Less Less. More More.” Listed under the code name “Jury Duty" (as a cheeky way to sneak out of work early), the event featured tunes from DJ Out of Office, photo booths, a rooftop terrace, and Loyal 9 vodka lemonades.
Photo: Dave Kotinsky/Getty Images for Loyal 9
Martini & Rossi’s 160th Anniversary Party
In July, Martini & Rossi celebrated its 160th anniversary at Italian hot spot Dazi Milano. The Italian vermouth brand served up classic cocktails, including the iconic Martini & Rossi Fiero and Tonic.
Photo: Stefania M. D'Alessandro/Getty Images for Martini
