3 x Next Level Booze Activations

Whether your a big player trying to gain or retain credibility, or a new player trying to shout louder than the establishment, the booze industry continues to be crowded and competitive - so it's increasingly difficult to attract the attention of Millennials and earn 'drink of choice' status.

But at LOVE. we firmly believe that a combination of strong cultural connection, an emphasis on brand experience and confident design can take you a long way. 

So here are three booze brands that are sitting firmly at the top of our 2017 case studies list.


Fresh off the back of their most American Summer ever, Budweiser held their first BUDLANDS Festival to celebrate the release of their limited edition ‘California’ bottles. 

Focusing on LA’s unique music, fashion and food scene with art installations and a packed line-up of performers, they provided one of the most confident, Instagrammable activations we’ve seen in a while.

Budweiser re-released the series of patriotic cans and bottles ahead of the Memorial Day weekend to support the men and women of the U.S. Armed Forces, replacing the word ‘Budweiser’ with ‘America’ and the brand’s credo with lyrics from The Star Spangled Banner. A great example of 'packaging as media' and proof that iconic, confident pack design can act as a strong vehicle for storytelling.


Three decades after Ridley Scott’s original ‘Blade Runner’ film, fans at Comic Con were treated to the ultimate immersive experience in partnership with Johnnie Walker.

Taking ‘experience' to the next level, the multi-phase activation took months to create before being rebuilt at Comic Con, where fans were transported onto the grimy neon streets of futuristic Los Angeles to celebrate the release of Denis Villeneuve’s 2049 sequel.

Fans queued up for hours to take part in the activation, which included RFID vending machines, interaction with live actors and flights of Johnnie Walker at Bibi’s Bar.


Taking the concept of a pop-up bar to the next level, ever controversial BrewDog are planning a craft beer bar on the US/Mexican border - a physical statement reflecting their values of collaboration and inclusivity. 

Constructed out of old shipping containers, the activation will be named ‘The Bar on the Edge’ - half of which will be in Texas and the other half in Chihuahua, Mexico. With a dotted line drawn down the centre of the bar, US beers will be served on the Mexican side, and Mexican beers on the US side, as well as BrewDog’s range of craft beers, brewed in Columbus Ohio.

Talking about the activation, James Watt, co-founder at BrewDog said:

"Beer has always been a unifying factor between cultures – and our business was born from collaboration and an inclusive approach – so we thought it would be fun to place the bar a few feet further to actually cross the US-Mexico border too.

We will request official permission from the local authorities to put it there and adhere to any red tape stuff, but I guess it would make it more difficult to build a wall if there’s a BrewDog bar in the way. We’re planning on putting the bar there anyway until someone tells us to move it.”

Cheers to that!

SEEN is compiled by LOVE’s Head of Culture Kat Towers. Want to say hello, ask questions or challenge her cultural knowledge then get in touch kattowers@lovecreative.com.