Schweppes' 'Mix Your Way' Experience Helps People Mix Their Dream Drink
Laura McQuarrie — May 17, 2016 — Marketing
References: schweppes & eventmagazine
This summer and early autumn, Schweppes will be showing up at music and lifestyle festivals with an experience called 'Mix Your Way.' Schweppes is hoping that consumers will be able to tailor a drink to their liking with the help from a mixologist. Ultimately, festival-goers will be able to get a better understanding of their preferences for spirits, mixers and garnishes.
So far, Mix Your Way is scheduled to appear at Taste Festival London, Henley, Camp Bestival and Festival No.6.
Bar experiences like this one have become extremely popular across the beverage industry, but have particular appeal to the alcohol sector. Considering that sales of alcohol are dropping among young consumers, events like this one give them the chance to discover combinations that will suit their exact tastes.
So far, Mix Your Way is scheduled to appear at Taste Festival London, Henley, Camp Bestival and Festival No.6.
Bar experiences like this one have become extremely popular across the beverage industry, but have particular appeal to the alcohol sector. Considering that sales of alcohol are dropping among young consumers, events like this one give them the chance to discover combinations that will suit their exact tastes.
Trend Themes
1. Pop-up Mixology Bars - Schweppes' 'Mix Your Way' experience demonstrates the growing trend of customizable drink bars at music and lifestyle festivals.
2. Personalized Beverage Experiences - The 'Mix Your Way' experience reflects the trend of consumers seeking tailored and individualized drink options.
3. Consumer-driven Product Development - By allowing festival-goers to create their own drinks, Schweppes is tapping into the trend of involving consumers in the product development process.
Industry Implications
1. Beverage - The customizable drink bar trend presents opportunities for beverage companies to create unique experiences and engage with consumers.
2. Hospitality and Events - The rise of pop-up mixology bars at festivals highlights opportunities for the hospitality and events industry to offer personalized and immersive experiences.
3. Alcohol - The alcohol sector can leverage customizable drink bars to attract and engage young consumers while catering to their specific tastes and preferences.
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