Drinks manufacturer Disaronno International UK (DIUK) is expanding its presence at UK festivals this summer. The company has announced new partnerships and investments with Warrington’s Neighbourhood Weekender, Klarna presents Latitude Festival in Suffolk, Wilderness presented by Audi in Oxfordshire and London’s All Points East.
At the centre of the partnerships is the Tia Maria House Party, which will appear at Neighbourhood Weekender, Klarna presents Latitude Festival and Wilderness presented by Audi. The activation will include a 90s house party theme, with kitchen bar, living room, bathroom, garden-style seating and will feature experimental activities and giveaways.
At All Points East, Engine Gin will make its debut in a new container space featuring a bar and an open rooftop garden.
“The collaborations aim to put Tia Maria, Disaronno Originale and Engine Gin directly in front of both Gen Z and millennial consumers at some of the UK’s most popular summer events,” says the drinks company.
Mercedes Venster, on-trade marketing manager at Disaronno International UK, said: “Festival-goers are more likely to try new drinks or samples, and this behaviour can have an impact in both the on and off trade. People are there to enjoy themselves, discover something new and share those moments with friends, which makes it the perfect setting for our brands and the direction we want to go in.
With Tia Maria House Party, we’re creating a space that feels energetic, social and rooted in the Espresso Martini serve that the brand is known for. At the same time, partnering with All Points East for Engine allows us to tap into a slightly different space, bringing in elements of fashion and lifestyle.”
