Hoegaarden's Pop-Up Beer Garden Offers a Multi-Sensory Experience
Laura McQuarrie — August 3, 2016 — Marketing
References: hoegaarden & eventmagazine
To show off its natural ingredient list, beer brand Hoegaarden launched a literal pop-up beer garden that floats in the canals of London. The 'Floating Gaarden' is designed as a multi-sensory experience that draws fans of the beer into the essence of the product by showcasing the natural ingredients that set it apart from others on the market.
To enhance the experience of enjoying beer on the pop-up garden, consumers will be able to enjoy unique sounds Hoegaarden created in collaboration with Sound And Meaning and Oxford Universities. The brand intends for the multi-sensory pop-up beer garden "to take immersion to the next level."
When the barge is not floating throughout the canals of London, it will be docked at Hackney Wick’s Number 90 Bar & Kitchen.
To enhance the experience of enjoying beer on the pop-up garden, consumers will be able to enjoy unique sounds Hoegaarden created in collaboration with Sound And Meaning and Oxford Universities. The brand intends for the multi-sensory pop-up beer garden "to take immersion to the next level."
When the barge is not floating throughout the canals of London, it will be docked at Hackney Wick’s Number 90 Bar & Kitchen.
Trend Themes
1. Pop-up Experiences - Creating immersive and interactive pop-up experiences that engage multiple senses, such as sound and taste, can differentiate brands and enhance customer engagement.
2. Multi-sensory Marketing - Employing multi-sensory marketing techniques, such as collaborating with experts in sound and creating unique sensory experiences, can deepen brand connections and leave a lasting impression on consumers.
3. Unique Brand Spaces - Utilizing unique floating or unconventional spaces to showcase a brand's essence and engage consumers can create a memorable experience and generate buzz.
Industry Implications
1. Food and Beverage - The food and beverage industry can leverage pop-up beer gardens and other immersive experiences to attract customers, showcase products, and differentiate their brands in a competitive market.
2. Event and Experiential Marketing - The event and experiential marketing industry can incorporate multi-sensory strategies and unique brand spaces to create memorable and engaging experiences for clients, driving customer loyalty and brand recognition.
3. Hospitality and Tourism - The hospitality and tourism industry can tap into the trend of floating pop-up spaces and offer unique experiences to attract visitors, increase foot traffic, and enhance their destination's appeal.
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