The Edinburgh Fringe is a perfect blend of innovation, creativity and good vibes which comes to life in all forms. Alongside performers and artists - drinks brands continue to deliver memorable moments to guests from far and wide here year upon year. We’ve pulled together some memorable activations that we saw at this year's Fringe Festival.

MOTH

MOTH Drinks made a triumphant return to the Edinburgh Fringe Festival this year, transforming Bristo Square into a vibrant hub of music and flavour. Their MOTH After Dark DJ sessions turned the square into a lively dance floor, drawing crowds with electrifying beats and an inviting atmosphere. The brand’s distinctive minimalist black-and-white branding stood out amidst the festival’s colourful backdrop, creating a striking visual identity that clearly drew in the masses.

Beyond the festival, MOTH extended its presence across Scotland’s central belt, with their out-of-home advertising campaigns featured in Glasgow’s subway tunnels and Edinburgh’s train stations. This multifaceted approach not only amplified MOTH’s visibility during one of the UK’s most prominent cultural events but also underscored its commitment to delivering premium, ready-to-drink cocktails to a broad audience during key seasons. By seamlessly integrating creative strategies with traditional marketing, MOTH continues to solidify its position as a leading player in the RTD drinks category.

Aperol

Aperol once again captivated attendees with its signature vibrant orange presence, inviting guests to explore its extended family of spritz offerings. This year, the spotlight wasn’t solely on the classic Aperol Spritz; Campari group made sure The Sarti, Campari and Crodino Spritz also had their moment to shine.

The Sarti Spritz, a newcomer to the UK market, has been gaining popularity for its fruity blend of Sicilian blood orange, mango, and passionfruit – a sweeter alternative to the traditional Aperol serve. For those seeking non-alcoholic options, the Crodino Spritz provided the same effervescent experience without the alcohol, aligning with the growing mindful drinking movement in the drinks industry.

Even their cup design was a clever and subtle way to integrate brand education for these newer serves. Each drink was presented with distinct branding that mirrored its unique hue, enhancing brand recognition and reinforcing the individuality of each drinks brand. The space exuded summer vibes with deck chairs, disco balls, and a DJ booth - a lesson in how a beverage branding agency can craft immersive atmospheres where people connect with a drink on an emotional level. And as you’d imagine this Aperol shrine was boosting everyone’s mood!

Whitebox

Whitebox Cocktails sparked real buzz with its imaginative “cocktail phone box” pop-up, redefining the timeless red telephone booth into a playful portal for premium, on-the-go cocktails. It was chic, clever, and in tune with the Fringe’s bold energy.

Edinburgh based, Whitebox brings single-serve, bar-quality canned cocktails to life with no bartender needed. Their lineup features crowd-pleasing classics like the Classic Cosmo and Espresso Martini, alongside Margarita’s with a spicy twist – each crafted to deliver unforgettable flavour in every sip.

Compact in scale but mighty in impact, the activation wowed the Fringe crowd with its thoughtful garnishes and magnetic charm. It wasn’t just a pop-up, it was storytelling in unexpected places. The cocktail phone box tapped into the Fringe’s legacy of reimagining everyday spaces, transforming them into immersive experiences. It’s that kind of fluid and spontaneous creativity that Wonderworks lives for, and Whitebox brought it to life in plenty - proving that smart, small scale activations can make big waves in the drinks category.

Special Mention

And a special shoutout to Angostura – who were selling Angostura-flavoured doughnuts! Unfortunately, they were all sold out whenever we tried to get our paws on them. Proof that the quirky brand activations in the drinks industry always draw irresistible demand.

Let’s Make It Happen

This year’s Fringe showed how powerful it is when drinks brands combine creativity with cultural insight. Whether it’s a bold multi-channel takeover or a small but mighty pop-up. At Wonderworks, we partner with brands to design activations that don’t just look good but cut through noise, if your looking to drive engagement and help shape consumer behaviour, do drop us a line and say hello!