FESTIVE DRINKS BRANDS ACTIVATIONS
CRAFTING EMOTION, NOT JUST OCCASION
We loved the emotional tone of the recent holiday campaign from John Lewis, and it inspired us as a drinks marketing agency to research and attend holiday-led activations to see how brands both big and small were showing up this year. Drinks activations are moving beyond presence and branding to deliver moments that make people feel something real.
We explore the best examples of how emotion, craft and connection are shaping festive experiences across the world.
EU SPIRITS × THE SPIRITS BUSINESS × KRISTIANNE WESTRAY
A sensory journey through European heritage
This collaboration turned tasting into cultural storytelling. Guests explored Europe’s most iconic spirits through pairings like Finnish vodka with chocolate plum and Irish whiskey with Austrian cheese – a journey across holiday tables. Innovation featured too, with Highball serves showcasing how heritage spirits flex for modern drinking culture, and Genever emerging as a versatile hero.
Why it works
• Depth of storytelling: Pairings linked flavour to cultural roots, creating emotional resonance.
• Balance of old and new: Highball serves modernised heritage without losing authenticity.
• Multi-sensory design: Taste, texture and narrative combined for a richer experience.
THE MACALLAN AT THE NED
Luxury rooted in craft
The Macallan reimagined The Ned as a festive showcase of whisky heritage. A 22‑foot Speyside-inspired tree dominated the main area, layered with oak, copper and velvet to echo craftsmanship. Grandirosa’s florals added seasonal texture, while The Library Bar offered exclusive collections and bespoke winter cocktails – a celebration of heritage in a setting that feels indulgent yet authentic.
Why it works
• Atmosphere as asset: Brand activation through visual theatre.
• Make‑not‑buy moments: Bespoke cocktails turn tasting into experience.
• Materials on show: Heritage and craft underpin every detail.
Martini Wonderland at Four Seasons
Indulgence with a festive twist
The Rotunda became a winter wonderland with Beluga Vodka Martini Trees, Fir Tree Liqueur, garnished with marzipan olives and crowned with Beluga caviar. Frosted décor and festive masterclasses completed an activation that felt indulgent yet accessible – perfectly aligned with the Four Seasons’ reputation for refined experiences.
Why it works
• Signature serves as spectacle: Martini Trees turn a classic into a conversation piece.
• Creative strategies layered with education.
• Seasonal detail: Frosted décor and festive garnishes make the experience feel curated.
RALPH LAUREN CHELSEA HOLIDAY POP‑UP
Retail that feels like home
Ralph Lauren’s six-week pop-up leaned into nostalgia and community. Alpine lodge décor, tartan accents and glowing garlands created warmth, while wreath-making workshops and a Cookie Atelier invited participation and shared moments. A Giving Tree and charity donations reinforced generosity, and Ralph’s Coffee served hot chocolate and mulled wine for sensory comfort – a retail experience designed to feel lived-in, not transactional.
The activation also tapped into the viral “Ralph Lauren Christmas” aesthetic trending across social media, amplifying emotional connection and making the pop-up instantly shareable.
Why it works
• Atmosphere with soul: Evokes nostalgia and emotional connection.
• Participation over purchase: Workshops turn shopping into memory-making.
• Seasonal generosity: Aligning holiday giving with immersive experiences.
DYSON: CRAFTED AND GIFTED BY YOU
Personalisation as theatre
Dyson’s Covent Garden pop-up turned gifting into an experience. Personalised hair tools in Amber Silk, bespoke wrapping with wax seals, styling sessions and interactive surprises elevated products into keepsakes – a premium experience that feels as special as the season itself.
Why it works
• Ownership effect: Personalisation transforms products into emotional gifts.
• Premium cues signal luxury: Amber Silk finish and wax-sealed wrapping.
• Interactive delight: Styling sessions and games create moments worth sharing.
BRUICHLADDICH HOLIDAY POP-UP, NYC
Scotland meets Manhattan
Bruichladdich brought is bringing Scotland to New York this holiday season with an exclusive three-day experiential pop-up. Guests enjoyed complimentary whisky tastings, mini masterclasses led by brand ambassadors, and exclusive holiday bottlings like Octomore 16 and Bruichladdich 18. The space blended Victorian heritage with modern attitude – an authentic cultural experience for US audiences.
Why it works
• Cultural storytelling: Bringing Islay heritage to a global stage.
• Education meets indulgence: Masterclasses deepen connection.
• Exclusivity: Limited-edition releases create urgency and desire.
Coca-Cola Holiday Caravan
Nostalgia on wheels
The iconic Coca-Cola Caravan continues to tour across the US, transforming city squares into festive hubs. Guests enjoy photos with Santa, complimentary Coca-Cola sampling, and gifting stations that are all wrapped in twinkling lights and holiday music. This year’s activation also partnered with No Kid Hungry, inviting visitors to give back and donate meals via interactive stations, turning moments of joy into meaningful impact.
Why it works
• Emotional heritage: Coca-Cola’s holiday legacy taps into deep nostalgia.
• Sociability: Photo ops and shared experiences foster connection.
• Giving back: Charity partnerships make generosity part of the celebration.
WHAT WE’RE SEEING
Festive activations are evolving from seasonal decor to strategic storytelling platforms. The common thread? Emotion. Brands making an impact this season are:
• Leading with feeling: Nostalgia, craft and generosity drive engagement.
• Designing for participation: Guests want to make, taste and personalise.
• Putting purpose on show: Community and authenticity resonate more than ever.
• Owning seasonal serves: Hero drinks become annual rituals, building tradition.
Drinks brands are creating spaces that give back emotionally, facilitate real connections, and make gifting feel personal.
TAKEAWAY FOR BRANDS
The John Lewis holiday campaign reminded us that the most powerful festive experiences aren’t just about the glitz and glam, they’re about feeling. Brands that win this time of year are those that create spaces for generosity, connection and shared moments.
When you design activations that go beyond aesthetics, weaving in sensory layers, interactive elements and authentic storytelling you turn occasions into memories. Emotion is the differentiator. It’s what makes people stop, share and come back year after year.
LET’S MAKE IT HAPPEN
At Wonderworks, we help drinks brands turn ideas into culture-defining experiences. From festive pop-ups to hero serve strategies, we blend creativity, strategy and cultural insight to deliver results that resonate.
Together, let’s create something people will remember each holiday season.