The MCA's Archie Rose Pop-Up Serves Up Handcrafted Cocktails
Jana Pijak — December 2, 2015 — Lifestyle
References: archierose.au & buro247.au
The Museum of Contemporary Art Australia (MCA) is teaming up with Australian gin brand Archie Rose for a summer event series that invites guests to experience gorgeous gardens and tasty craft cocktails.
Archie Rose will open its Gin Garden experience in MCA on December 4th and will run events Thursdays to Sundays until early February 2016. Following in the footsteps of competitors like Hendrick's Gin whose two-month whimsical pop-up was held at Blake's Hotel in London. This Gin Garden experience transforms MCA's scenic terrace into a pop-up bar with signature menu items like craft gin cocktails as well as beer options -- provided by Australian craft brewers Young Henrys.
Targeting millennial audiences, Archie Rose promotes its product in a non-traditional way and creates a branding experience that consumers will remember long after it's over.
Archie Rose will open its Gin Garden experience in MCA on December 4th and will run events Thursdays to Sundays until early February 2016. Following in the footsteps of competitors like Hendrick's Gin whose two-month whimsical pop-up was held at Blake's Hotel in London. This Gin Garden experience transforms MCA's scenic terrace into a pop-up bar with signature menu items like craft gin cocktails as well as beer options -- provided by Australian craft brewers Young Henrys.
Targeting millennial audiences, Archie Rose promotes its product in a non-traditional way and creates a branding experience that consumers will remember long after it's over.
Trend Themes
1. Gin Garden Experiences - The rise of experiential events that combine unique and scenic spaces with craft cocktails, targeting millennial audiences.
2. Craft Cocktail Pop-ups - Temporary bars showcasing handcrafted cocktails made with premium spirits and mixers.
3. Non-traditional Product Promotion - Innovative and creative ways to market products outside of traditional advertisements and events.
Industry Implications
1. Hospitality - Creating one-of-a-kind experiences with unique venues, products, and services for millennial consumers.
2. Alcohol - Exploring interesting and unique ways to showcase premium spirits and craft cocktails for target markets.
3. Marketing/advertising - Using experiential events and non-traditional methods to promote brands and products for maximum consumer engagement.
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