Overview: Beefeater Gin, a Pernod Ricard brand, has established a pop-up installation at the Rivington restaurant terrace in Greenwich. The event features a botanical garden designed to engage visitors through scent and taste until 5 February 2018.
The Full Story
The brand has partnered with Rivington restaurant in Greenwich to take over its terrace, which has been covered with a fruit tree canopy and filled with plants and orange and lemon trees. The installation features botanical plants and hanging vines as part of the pop-up gin garden concept.
People will be able to try six different botanical perfumes to pick out their favourite scent and then choose a cocktail that matches it. This process allows visitors to identify their preferred aroma before ordering a drink.
The pop-up is open until 5 February.
What This Means
The brand is utilizing experiential marketing to connect consumers directly with the spirit’s ingredients. By allowing visitors to find their ‘botanical scent’ in a physical garden setting, the campaign targets consumer engagement through immersive environments rather than traditional advertising.
Consumer Takeaway
Drinkers visiting Rivington can participate in the pop-up installation to discover their preferred botanical profile and enjoy a matching cocktail before the event closes on 5 February 2018.
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