The Rivington Gin Garden Has Visitors Select Cocktails from Scents
Laura McQuarrie — January 17, 2018 — Marketing
References: rivingtongreenwich & campaignlive
To help adults in the UK begin in the new year in a fun and memorable way, Beefeater Gin and the Rivington restaurant put together a multi-sensory gin garden pop-up.
Although most menus have people pick what they would like to consume based off of flavor, the Rivington Gin Garden invites consumers to immerse themselves in a different way of thinking. As the event is set beneath a "tree fruit canopy" of plants and citrus trees, event attendees are able to try six botanical perfumes, select a favorite scent and sample the corresponding cocktail.
The pop-up garden launched in early January and will be open until February, introducing what the brand calls its "answer to the January blues."
Although most menus have people pick what they would like to consume based off of flavor, the Rivington Gin Garden invites consumers to immerse themselves in a different way of thinking. As the event is set beneath a "tree fruit canopy" of plants and citrus trees, event attendees are able to try six botanical perfumes, select a favorite scent and sample the corresponding cocktail.
The pop-up garden launched in early January and will be open until February, introducing what the brand calls its "answer to the January blues."
Trend Themes
1. Multi-sensory Experiences - Creating immersive experiences that engage multiple senses to enhance consumer engagement and enjoyment.
2. Personalized Cocktails - Allowing consumers to tailor their drink choices based on their individual scent preferences, creating a unique and personalized cocktail experience.
3. Reimagining Menus - Challenging traditional menus by offering alternative ways for consumers to make food and drink choices, such as through scents or other sensory cues.
Industry Implications
1. Hospitality - Hotels, bars, and restaurants can incorporate multi-sensory experiences to attract and delight customers, enhancing their overall dining or drinking experience.
2. Fragrance - Fragrance brands can collaborate with beverage companies to create scented cocktails or explore new scent-focused product lines that cater to consumer preferences.
3. Event Planning - Event organizers can design and execute unique experiences, like sensory cocktail tastings, to create memorable moments for attendees and differentiate themselves in the market.
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