- DIUK continues to target Gen Z and millennial consumers at festivals
- Brand presence at Neighbourhood Weekender, Klarna presents Latitude Festival, Audi presents Wilderness and All Points East
Disaronno International UK (DIUK) is expanding its presence in the 2026 UK festival season through new partnerships and significant investment with Neighbourhood Weekender, Klarna presents Latitude Festival, Audi presents Wilderness and All Points East. The collaborations aim to put Tia Maria, Disaronno Originale and Engine Gin directly in front of both Gen Z and millennial consumers at some of the UK’s most popular summer events.
Tia Maria and Disaronno Originale will appear at three festivals this summer – Neighbourhood Weekender (23rd 24th May 2026), Klarna presents Latitude Festival (23rd– 26th July 2026), Audi presents Wilderness (30th July – 2nd August 2026). Engine Gin will feature at All Points East (21st – 30th August 2026). By blending music with live brand experiences, DIUK’s strategy focuses on building lasting connections with both demographics, as well as growing brand awareness and driving trial of different serves.
Central to the activity is the Tia Maria House Party, a fresh concept set to appear at Neighbourhood Weekender, Klarna presents Latitude Festival and Audi presents Wilderness. The activation will include a high-energy party space that puts the brand’s signature Espresso Martini at the centre of the crowd. It will also act as a place for festivalgoers to gather and experience the brand in a way that feels organic to the music and the atmosphere around them.
The Tia Maria House Party space will include a nostalgic, 90s house party theme, complete with a kitchen bar, living room, utility space, bathroom and garden-style seating, all decked out with disco balls, glittery tassels and plush furniture. The House Party will also include 360 DJ decks, photo opportunities and experiential activities, including giveaways. Across Neighbourhood Weekender, Klarna presents Latitude Festival and Audi presents Wilderness lTia Maria will be giving away 1,000 Disco Bucket Hats and 500 exclusive Tia Maria Espresso Martini lip glosses.
Meanwhile, Engine Gin will make its debut at All Points East day festivals in London (21st–30th August). This partnership positions the gin brand at the intersection of music, fashion, and lifestyle, as a crucial lifestyle crossover point for metropolitan Millennials and Gen Z. Guests can enjoy bespoke Engine serves in the new container space, featuring a sleek bar and an open rooftop garden where they can relax with their drinks and soak up the festival atmosphere.
Mercedes Venster, On-Trade Marketing Manager at Disaronno International UK, said:
“Festival-goers are more likely to try new drinks or samples, and this behaviour can have an impact in both the on and off trade. People are there to enjoy themselves, discover something new and share those moments with friends, which makes it the perfect setting for our brands and the direction we want to go in.
“With Tia Maria House Party, we’re creating a space that feels energetic, social and rooted in the Espresso Martini serve that the brand is known for. At the same time, partnering with All Point’s East for Engine allows us to tap into a slightly different space, bringing in elements of fashion and lifestyle.”
The partnerships will be supported by an influencer strategy, alongside digital amplification through Neighbourhood Weekender, Klarna presents Latitude Festival and Audi presents Wilderness channels. Activity at Wilderness will also include an artist partnership, further embedding Tia Maria within the cultural fabric of the festival.
