Wonderworks

Miramur - Prestige in the On Premise

Wonderworks, a creative drinks agency, explores creative strategies for how today’s drinks brands should be engaging with the modern luxury bar experience.

Holiday Gifting Trends for Drinks Brands
 

PRESTIGE IN THE ON PREMISE

Decoding the Modern Luxury Bar Experience 

JUNE 2025

 
 

Explore the changing face of the luxury world of drinks in the third edition of our Miramur Report Series

As global culture continues to shift, the cost of living crisis reshapes consumer priorities and new generations are maturing into the luxury shopper space, the way people interact with high-end brands and experiences is undergoing an evolution.

Younger consumers are entering the market with their own new expectations of how prestige brands should look, feel, and behave. Expectations that drinks brands must nimbly adapt to in order to secure pride of place in the prestigious backbars and private collections of the future. All without alienating their exiting loyal fans.

In this timely report we examine:

  • The needs and codes that define the modern luxury experience.

  • The global trends and new behaviours that are driving change within luxury drinks.

  • Perspectives on how brands should be engaging with today’s bars and consumers.

  • Inspiring examples of creative strategies from the brands that are leading the way in today’s market.

  • Our key takeouts of how brands can maximise their impact.

    This report combines our own research, with insights from the front lines in some of the best bars across London, Edinburgh and New York to gather first-hand insights and exciting examples of brand activation. Our goal is to share the work and ideas that are inspiring us as an agency and capture a snapshot of the industry today – charged with a dynamic tension between tradition and transformation.

    To learn more, you can download the full report here:

As a specialist drinks activation agency, with extensive experience in luxury drinks branding, it has been inspiring to compile this report and examine what’s next for prestige in the luxury On Premise. If it has inspired you to future-proof your brand’s luxury activation strategy for future generations, please don’t hesitate to reach out! 

For more inspiration, please explore the other editions of our Miramur report, examining the themes of AI & The Future of Drinks and Holiday Gifting in the Drinks Industry.