The allure of pop-ups is undeniable. In a world where so many of us seek out novelty, the pop-up offers the perfect opportunity to have a unique experience, often in a unique setting, trying out new brands, products or venues.
Food and drink lend themselves perfectly to this kind of format and so it is no wonder that beverage-based pop-ups continue to be a rising trend with no signs of last orders being called anytime soon.
The Popularity of Thirst-Quenching Experiences
Drink pop-ups are not just about serving up a fabulous cocktail or a perfectly poured coffee. When done right, they can create an experience for all the senses. Pop-ups offer the chance to let guests take a journey, live the story of a particular beverage, and discover the ingredients and producers behind their glass.
Putting craftsmanship in the spotlight
One of the most exciting elements of beverage-based pop-ups is the opportunity to let the craftsmanship of the drinks shine. Whether it's an award-winning bartender expertly blending a specially created signature cocktail, or a skilled barista talking guests through the single estate organic beans and how to brew the perfect cup of coffee from them, pop-ups can be the perfect way to showcase the passion and artistry behind both alcoholic and non-alcoholic offerings.
A wee dram for the ‘Gram
Beverage-based pop-ups offer destinations and brands the ideal vehicle to promote their aesthetic and vibe by creating visually stunning themed spaces and drinks. Guests are treated to a moment of delight that they are sure to want to capture and post on social media. The buzz from these posts and stories gathers momentum, and guests become brand ambassadors as they share the fun and sip delicious beverages.
Going, going….gone
The time-limited nature of a pop-up adds the element of drama and urgency. Interested guests will not want to miss their chance to try out something new and exclusive, so venues and brands can benefit from increased footfall and excitement.
A dash of collaboration benefits everyone
Beverage pop-ups are a great way for different brands and venues to collaborate, to experiment with unique flavours and design concepts, and to showcase the skills of local producers or famous mixologists, artists or musicians. Guests get the chance to experience something unique whilst the producers of the pop-ups can forge new relationships and widen their networks.
Thinking about running a beverage-based pop-up at your venue? Check out these successful pop-ups with some leading brands for inspiration and these helpful tips for bartenders running pop-ups.