A little taste…


So, who are some of the brand innovators that are creating a buzz in their category? Here, Nick Gillett celebrates brands that are sparking consumer interest in time for summer.

El Sueño

This modern British owned brand found a niche in the tequila category, acting fast to enter the global tequila market at the perfect point of growth. They are innovative; continually evolving their product range and committed to their mission of educating consumers about great quality, sustainable tequila – and how to enjoy it! Achieving early success with listings in grocery and on trade, you can catch the El Sueño brand driving their message at a variety of exciting festival activations and cultural events over the summer.

El Bandarra’s brand activations

“The rogue, the rebel, the last one standing”: the meaning of Bandarra underlines their brand activations, which are designed to be disruptive, eye-catching and inspiring. El Bandarra is Barcelona in a bottle, and their events and activations celebrate Barcelona in everything they do, from food pairings to key serves. They cultivate a vintage and nostalgic theme, commissioning their retro caravan and Tuk Tuk Vermouth van to fit with that story.  This is all achieved with a playful tone of voice, whilst being a serious liquid, and deliver happy memories for a UK audience who are looking forward to good times on a terrace in the Spanish sunshine!

Spearhead’s Alternative Burns Night

Spearhead are passionate about pioneering a twist on every piece of consumer engagement and activation whilst respecting the category’s established traditions.  Take Trainspotting and Auld Hag, for instance. Maybe both less traditional examples of Scottish culture, but bang on brand for Spearhead, for their celebration of Robert Burns on 25th January. This innovative whisky brand set up activations up and down the country paying homage to Scottish culture in a contemporary way. In London they partnered with TT liquor, screening Trainspotting for guests with an after party in the cellar bar with a DJ and some great Spearhead drinks. They also partnered up with Auld Hag who threw a dinner party for consumers in the cheese bar in Camden serving up Scottish food with a twist.

There are a multitude of brands who also engage with bar staff organising mixology competitions that allow the latter to show off their skills through exciting and innovative production techniques; these give vital interplay between brand and bar staff.  A great example of this engagement is Amaro Montenegro’s annual cocktail competition, The Vero Bartender, which invites bartenders from around the world to showcase their talent in synergy with the brand. 

The theme for 2022’s edition is ‘Sharing the Essence’. Ten finalists will be selected to make their cocktail creation in front of a live panel later this year and from there, the UK winner will compete in the global final in Italy.

Next You’re invited: SmartDispense™ Energy Well Spent Summit, 12th July, Villa Park, Birmingham