In a world increasingly shaped by popular culture, unlocking the power of cultural connection can propel a brand forward like never before. For drinks brands, navigating today’s cultural landscape is both an opportunity and a challenge – how do you stay relevant while maintaining authenticity?

One standout example is Campari’s partnership with Cannes Film Festival, now in its fourth year. By aligning with one of the world’s most prestigious cultural events, Campari has crafted a narrative that bridges cinema, cocktails, and creativity, proving the enduring impact of cultural alignment.

STORYTELLING THROUGH DESIGN

At the heart of this partnership lies the exclusive Campari Lounge, where Milanese aperitivo culture meets the French Riviera. This immersive space embodies Campari’s identity, with every detail. From the silhouette of the Campari bottle in the bar design to the masterfully crafted Negronis and Campari Spritzes, highlighting their commitment to storytelling through design.

By integrating seamlessly into the festival’s glamour, Campari doesn’t just capitalise on culture; it enhances it. The lounge’s red glow and celebrity guest list reinforce the brand’s bold aesthetic, creating a sensory experience that resonates deeply with attendees.

DISCOVER RED: HYDE BEACH BY CAMPARI

Campari took its cultural influence outdoors with the Hyde Beach activation, themed “Discover Red.” By combining alfresco elegance with cinematic flair, Campari invited guests to immerse themselves in the brand’s world. The theatrical presentation, from black-uniformed waiters serving red-hued cocktails to the sophisticated beach club vibe, demonstrated how drinks brands can dominate cultural moments while staying true to their identity.

CRAFTING A CINEMATIC SERVE

Campari’s partnership with Cannes also extended to the glass. Campari’s Global Head Tommaso Cecca unveiled the limited-edition Red Carpet: Cannes Edition cocktail, a bold twist on the Negroni featuring hibiscus-infused Campari, bitter chocolate vermouth, and Courvoisier VSOP. This signature serve perfectly encapsulated the glamour and creativity of both the brand and the festival.

Similarly, their latest campaign starring Mads Mikkelsen showcased the brand’s cinematic roots. His smoky, mezcal-based take on the Negroni embodied
the drama and sophistication Campari brings to its cultural collaborations.

THE TREND TOWARDS CULTURE

Campari isn’t alone in leveraging cultural partnerships to enhance its brand. Over the summer of 2025, Coca‑Cola teamed up with Marvel Studios and AMC Theatres to launch four limited‑edition “fusion” flavours, like Sprite Invisible Force and Fanta Orange Rock Punch, served via Freestyle machines across the U.S.

Similarly, last year, High Noon, the vodka‑based hard seltzer from Gallo, became the official spirits‑based seltzer of the PGA of America, while partnering with Barstool Sports to target younger drinkers. By inserting itself into the worlds of golf and sports fandom, High Noon rode cultural momentum to become the top‑selling spirits brand in the U.S.

THE ROLE OF DRINKS BRANDS IN TODAY’S CULTURAL LANDSCAPE

Campari’s Cannes partnership illustrates a broader trend in the drinks industry: culture sells. Whether it’s innovative campaigns that celebrate diversity, collaborations with artists and musicians, or tapping into iconic cultural moments, drinks brands are positioning themselves at the forefront of a cultural renaissance.

However, success requires more than being in the right place at the right time. The key lies in authenticity and resonance. Partnerships must align with a brand’s identity and values, as seen with Campari, to create connections that last.

Taking your Drinks Brand to new Heights

As a creative drinks agency, we specialise in crafting strategies that help drinks brands thrive in the cultural spotlight. From identifying the right partnerships to designing innovative brand activations, we ensure your brand not only fits into the cultural landscape but stands out within it.

Explore our work in brand activation and learn how we’ve helped brands connect with evolving consumer tastes.