A more active, social lifestyle has been gaining real momentum among younger generations in the UK, and leading drinks brands are responding with creative summer activations designed to engage and inspire. As a drinks creative agency, we are inspired by how these brands blend sport, culture, and storytelling to create experiences that make summer memorable (and delicious).

BERO’s Padel Moment: Wellness Meets Culture

BERO, the non-alcoholic beer co-founded by Tom Holland, hosted its inaugural BERO Padel Classic at Padel Social Club London. More than just a tournament, this brand activation perfectly combined sport and summer culture. With food from It’s Bagels and Axe Mangal, drinks by Rémy Cointreau and Wild Idol Rosé, and even a custom trophy by Pragnell, it was a masterclass in how to turn an event into a culturally relevant experience.

Casamigos Turns Wandsworth Into Tequila Paradise

Similarily, Casamigos Tequila brought its laid-back, premium energy to The Padel Yard in Wandsworth, rebranding the venue with its signature teal aesthetic. Flowing margaritas and friendly matches transformed the space into an immersive lifestyle experience, proving that creative strategies rooted in culture and leisure can strengthen emotional connections with consumers that resonate with summer’s relaxed, vibrant energy.

These summer activations highlight a key trend: sport is evolving from being strictly movement to a cultural touchpoint. Leading drinks creative agencies are crafting experiences that blend wellness, fun, and community – exactly what younger consumers crave during the summer months.

MOTH & the Summer of Nostalgia

In Manchester, MOTH (Mix of Total Happiness) tapped into nostalgic British summer vibes with its Off-License Corner Shop pop-up. Ready-to-drink cocktails reimagined a classic summer outing served in a nostalgic yet fresh setting, complete with neon signage and playful branding – but with a premium twist. This activation demonstrated how drinks brands can bring premium appeal and local culture into everyday summer moments, elevating the ordinary into something special, making MOTH a standout in the growing RTD/RTS category.

-196 Pop-Ups Bring Mobile Culture to Life

Meanwhile, -196 Pop-Ups made a splash this summer with a mobile bar appearing in parks and social hubs from London to Edinburgh. Leaning into pre-drinks culture and shareable moments, these pop-ups featured DJs spinning atop a branded Suzuki Jimny and delivered a relaxed, stylish vibe that hit the right note with Gen Z and millennials. Branded merchandise added to the summer festival feel, showing how drinks activation agencies can craft memorable experiences that feel authentic to a younger crowd.

The House of Peroni x Scuderia Ferrari

Finally, the House of Peroni Nastro Azzurro F1 activation tied perfectly into summer’s outdoor events calendar, blending Peroni’s premium Italian style with its multiyear partnership with Scuderia Ferrari. Bringing Italian elegance to the UK, the activation featured bespoke pizzas and cocktails inspired by Ferrari drivers and a dedicated bar serving Peroni Nastro Azzurro 0.0%, creating a standout summer activation that combined elegance and fun. With some familiar faces making an appearance.

Reinforcing Peroni’s campaign, ‘The Italian Way,’ the activation highlighted the brand’s values of: passion, precision, and style, whilst promoting it’s 0% lager in an aspirational and responsible way – showed how a strategic brand partnership can elevate both cultural relevance and responsibility.

Key Takeaways for Summer Drinks Brand Activations

• Sport as a Summer Social Connector: Brands like BERO and Casamigos demonstrate how sport-led brand activations can create authentic, culturally rich summer experiences that engage active, social consumers.

• Lifestyle-Driven Summer Campaigns: More brands are integrating wellness, community, and fun into their summer activations to resonate with younger, experience-seeking audiences.

• Mobile and Outdoor Social Experiences: Brands like -196 leverage mobile bars and pop-ups to capture the spirit of summer, appealing to the on-the-go Gen Z and Millennials and creating meaningful experiences in their fleeting moments.

• Strategic Partnerships Boost Summer Appeal: Peroni’s collaboration with Ferrari shows how creative strategy can elevate brand equity and cultural relevance during summer’s key event moments.

• Future-Focused Summer Marketing: These are just some of the drinks brands leading the way by combining creativity, culture, and consumer insight to craft meaningful summer activations that keep drinks brands top of mind.
  

The Future of Summer Activations

Summer drinks activations are no longer just about the product, they’re about creating moments through immersive brand experiences that connect, inspire, and elevate the entire drinking experience. With the right creative strategies, drinks brands can make summer their most memorable season yet.

Let’s Make It Happen

At Wonderworks, we’re a drinks marketing agency that helps brands turn ideas into culture-defining experiences. From Gen Z consumer insight webinars to global travel retail activations, we blend creativity, strategy, and cultural understanding to deliver results.

If you’re looking to craft category-leading activations that resonate with modern consumers, do drop us a line and say hello!