ONE IDEA, TWO CITIES: TOKI-O NIGHTS

WHAT TWO VERY DIFFERENT VENUES CAN TEACH US ABOUT BRINGING AN EXPERIENTIAL IDEA TO LIFE

Some of the most interesting drinks experiences right now are sitting at the intersection of drinks, music and culture. It feels particularly relevant as a new generation of drinkers shapes the drinks industry and the ways brands connect with them.

So, when our London and Edinburgh teams both experienced Toki-O Nights, we had a unique opportunity to see how the same idea came to life in two very different settings.

Created by Suntory Toki Whisky and Technics, Toki-O Nights celebrates whisky, vinyl and Japanese listening-bar culture. In London, the backdrop was Mad Cats, an intimate Shoreditch hi-fi bar filled with records. In Edinburgh, it was The Caley Bar, a grander cocktail bar with an impressive Technics sound system.

Same concept. Two distinct expressions. And some interesting lessons for drinks brands creating experiences at scale.

THE VENUE SHAPES THE EXPERIENCE

 The clearest difference was the setting.

At Mad Cats, the Toki-O Nights idea slipped naturally into a venue already built around music. Its vinyl collection, hi-fi credentials, intimate scale and warm atmosphere gave the concept a ready-made world to inhabit.

The Caley Bar brought something very different: a grander hotel-bar setting, established cocktail credentials and an impressive Technics sound system.

Seeing the two side by side highlighted something simple: Venue selection is part of the creative strategy.

The more naturally a space supports the behaviour you want to create, whether that’s listening, discovering, tasting or socialising, the more immersive the experience can become.

BRAND PRESENCE SHOULD RESPOND TO THE SPACE

  Toki’s presence also took on a different role across the two venues.

At Mad Cats, vinyl-inspired drinks menus, Toki bottles, gift bags and staff touches sat amongst a space already rich in records and music culture.

At The Caley Bar, elements such as the Toki Highball and Suntory Time neon signs, Toki x Technics menus and dedicated listening station signalled the experience within a much larger space.

This is where scale becomes interesting.

For any brand activation, it’s about where the brand can show up to have the most meaning.

A branded vinyl sleeve amongst the records, a beautifully executed Highball ritual or an intentional listening moment can all connect Toki back to the idea while complementing the character of the venue.

 BRAND EDUCATION CONNECTS THE DOTS

One of our biggest takeaways from the two nights was the role people can play in bringing the experience together.

In London, the bartender talked us through the Toki experience, explained the drinks and introduced the scratch cards and prizes. It showed how a personal interaction can tie the whole experience together, connecting the serve, music and wider brand story.

In Edinburgh, tangible touchpoints such as the menus, coasters and listening station played a bigger role in communicating the activation.

Together, the two experiences highlighted just how powerful brand education can be. Telling the story gives each touchpoint the potential to mean more.

For an idea rich in ritual and cultural inspiration, knowledge around Toki, the Highball, the music and the thinking behind Toki-O Nights gives venues plenty to share with guests. A great serve gives people something to enjoy. Telling the story behind it gives them something to remember.

PROTECT THE RITUAL OF THE SERVE

Across both cities, one thing remained at the heart of the activation: the Toki Highball.

Its simplicity is part of its appeal, making every detail count, from the glassware and elongated ice to the temperature, carbonation, stirring and signature grapefruit peel garnish.

Our two visits showed why protecting those details matters. In London, the Highball came with an orange peel cut in a coin style, while in Edinburgh it was served with a lemon wedge instead of the signature grapefruit peel.

OUR FINAL TAKEAWAYS  

Much like the Chip Shop activation of last year, it’s clear to us that Grey Goose excels at creating events that feel exclusive and truly allow space for people to indulge in their SKUs in the right environment. They rarely rely on influencers or hype, opting instead for intimate events that put cultural appreciation at the forefront. Additionally, it’s always a pleasure to see brand and artistic collaborations thriving and elevating human-made craft.  

However, our biggest takeaway was just how important each touchpoint is in building that experience. From Walala’s visual world drawing us in, to Anna’s storytelling bringing the product to life, the strongest moments came when creativity, education and hospitality worked together rather than competing for attention. 

 Overall, it was a lovely evening full of immersive storytelling, education and creativity. More than anything, it was a great reminder of how much a strong host and a good narrative can shape a brand experience.   

Authored by our Our Midweight Creative, Jordan Enaboifo