SIPPING OUR WAY THROUGH TASTE OF LONDON 2026
GETTING OUR THIRST QUENCHED THROUGH STRATEGIC INNOVATION AND MEMORABLE ENGAGEMENT
As temperatures rise and summer officially descends on London, it can only mean one thing. It’s time to head to Regent’s Park for one of our favourite annual events; Taste of London 2026.
As a creative drinks agency, we look beyond the bottle and the serve to see how brands show up in the real world through brand activation. How consumers engage across a range of environments can inform a lot of our strategic thinking and positioning. Additionally, if we get to taste a few signature serves along the way, then we can’t think of a more delectable way to spend an afternoon.
INSIDE THE FESTIVITIES
After attending BCB London earlier this year, we approached Taste of London with some trepidation. Would the event have the enticing energy of previous years? Would industry pressures be visible on the ground? Would we leave inspired?
As it turns out, this year was bigger and busier than ever. There was a clear appetite from consumers to be there, and brands strived to meet.
We came away with many key takeaways. These are our top four, plus one standout from outside the category.
1. ENGAGEMENT BEYOND THE STAND
One of our favourite parts of Taste of London is its variety. With everything from instant noodles to aperitif bars competing for attention, the challenge for brands is clear: how do you cut through?
Three brands that nailed this by viewing the whole festival space as their stage, not just their stands, are La Vieille Ferme, St-Germain and Botivo.
La Vieille Ferme leaned fully into its playful identity. A roaming “chicken” (man in a chicken head mask) wandered the site handing out free tasters, bringing their so-called “chicken wine” to life in a way that was both visible and memorable. Simple, but highly effective.
St-Germain’s adopted a two-pronged approach. Positioned near the entrance, they capitalised on footfall by passing out spritz samples, leveraging the continued momentum of Aperol and Hugo serves with their own spritz. They extended this with vox-pop style interviews, using tastings as a tool for content creation.
For Botivo, they leaned into the sound of music. A branded yellow piano invited guests to play in exchange for a can, supported by sun-loungers and an oversized plush bottle. More than a visual moment, it created a shared, participatory experience, perfectly aligned with their aperitivo mindset.
Each of these brands extended beyond their footprint, bringing people into their world rather than waiting to be discovered.
2. THE SINGULAR SERVE STRATEGY
While many brands aim to showcase their full range, Cointreau took a more focused approach, building their entire presence around one launch: Cointreau Spicy. Definitely a bold move, when you consider brand recognition and new customers, but it worked.
From the bold, typography-led statement wall with a bottle cutout window displaying the SKU to the oversized chilli seat and photo-ready props, every element pointed to a single SKU. It was a confident, unapologetic introduction, trading breadth for clarity and impact, and we absolutely loved it.
3. LET THE GAMES BEGIN
Gamification continues to grow across categories, and drinks is no exception.
Passoã delivered one of the most cohesive executions. Integrating us into their tropical world, complete with sand, branded parasols, and surfboards, they set the tone, but it was the sunset-style quiz wall that elevated it. Helping visitors determine their ideal serve, it doubled as both education and entertainment.
Still Gin by Dre and Snoop brought a music-led twist, as we’ve seen them do before through their RTDs (a honourable mention, we included them in our RTD visual audit). Their stand featured a gamified vending machine: purchase a drink, answer a music-themed question of your choice, and unlock the chance to win a mini bottle. It was a smart way to bridge fan culture and premium spirits, bringing new audiences into the category.
4. MAKING IT PERSONAL
With so many people in attendance, it begs the question; how do brands make the experience of their stand memorable? Well, some of our favourites answered in style, by making the experience feel personalised.
For our friends at Teremana achieved this through their “Share the Mana” postbox, adapted for a UK audience, alongside playful photo moments featuring Dwayne Johnson. A relatively simple setup, but one that felt warm, open, and true to the brand.
Passoã leaned into physical keepsakes, offering Polaroids with bespoke frames and clear social prompts that direct people to their Instagram. In a digital-first world, these tangible moments still hold real value, something to take away, share, and remember.
BONUS: DR BECKMANN, WHAT ARE YOU DOING HERE?
A final highlight, and one of the most unexpected, was Dr Beckmann.
Yes, the cleaning brand.
At a festival where spills are inevitable, showing up as the solution is a clever piece of contextual marketing. Free samples and a 50/50 prize wheel added to the engagement, but the real success was simply being relevant in the moment.
A reminder that there is great brand thinking everywhere, including outside the category.
FINAL TAKEAWAY
Overall, it was a wonderful afternoon with a strong showing from client and competitors, as well as some surprise standouts.
One observation that stuck out to us this year was the generosity of the brands. Compared to previous visits, there were a noticeable increase in sampling and giveaways. The hospitality industry may be under a lot of pressure right now, but they were sure to give us all a taste of why their brands are worth remembering and engaging in.
We’ll be back next year to see where it goes next!
Authored by our Our Midweight Creative, Jordan Enaboifo
Want to see more ? Check out our latest work below