Experiential drinking is an interesting one because it creates a world around your drink that goes beyond taste.

It’s about the theatre, the feeling of surprise, multi-sensory stimulation and interactivity. Think cocktails that change colour, drinks infused with soundscapes, or spirits paired with scent. It’s a fusion of art, science, and hospitality – designed to evoke emotion and spark conversation.

Studies show that memories embed better in our consciousness the more senses are used in developing that memory. If that’s the case, how can you create a ‘brand moment’ that lingers long after their last sip?

Who’s driving the trend?

Creating theatre in hospitality is no new thing. The long pour of wine, the swirling of pasta inside the cheese wheel, the smoke unleashed at the table from under the cloche, or bartenders flaring the bottle as they build up their cocktail. But things are changing.

The new curious consumer who values experience, novelty and shareability of experimentation teamed up with creative mixologists who want to push the boundaries in terms of flavour and form, are driving a demand for more.

Of course, social media also plays a huge role – Instagram-able or TikTok-able drinks are currency in the world of experiential marketing.

What sorts of things are brands doing?

Here are a few examples we’ve seen to put things into context:

• The Alchemist bar pairing a spritz of edible perfume with a signature gin cocktail
• Pairing a whisky with a curated playlist
• Botivo and WhistlePig Whiskey are experimenting with unexpected ingredients
• The Johnnie Walker Experience

Regardless of your size, there are opportunities for all brands to imprint among their consumers – its just a case of how creative you’d like to be (and what makes sense for your brand and audience).

For instance, could you explore things like:

• AI-generated cocktails – tailored to the mood or personality of the drinker
• Sustainable experimentation – using upcycled ingredients and eco-friendly formats.
• Hyper-personalisation – allowing consumers to co-create their drink experience.

How does packaging play a role in the experience?

Your bottle has to play its part in the ‘performance’.

Labels, embellishments, colour and finish are key to setting the tone before the drink is even poured.

We’re seeing a rise for demand in tactile finishes (to invite touch and elevate the luxury experience), interactive labels (augmented reality or glow-in-the-dark inks) and sustainable embellishments (that align with conscious consumerism).

We all know packaging is the first impression, and in experiential drinking, its will be the spark that ignites curiosity – then growth, then loyalty.

Now, what brand doesn’t want that?