From beer-themed airliners to experiential retail stores, here's how today's leading beverage brands are driving engagement with customers

Bars and vending machines are no longer the defining brick-and-mortar option for beverage retailers. Innovative brands are reinventing their retail concept in order to tell their story, highlighting their heritage and unique attributes through high design, unique experiences and cutting-edge integrated technology, bringing shoppers into the embodiment of a brand's ethos and establishing emotional connections.

From PSFK's Elevating The New Beverage Experience report, here's how three beverage retailers are sharing the story of their brand to connect with customers through immersive physical retail:

Johnnie Walker
Diageo’s Johnnie Walker whiskey brand has opened its first experiential retail store in Madrid, which features tasting sessions, virtual experiences and limited-edition curated collaborations exclusive to the new location. Diageo aims for the experiential retail store to not only promote Johnnie Walker and Scotch whisky in general, but also demonstrate the heritage of the brand.

BrewDog
Independent craft brewer BrewDog has launched the world’s first craft beer airline experience with a chartered Boeing 767 round-trip flight between London and Columbus, Ohio. During the chartered flight, passengers can enjoy a tasting of limited-edition BrewDog beers, and can take advantage of in-flight care packages like BrewDog eye masks and blankets, highlighting the brand’s story at every touchpoint. The round-trip flight will include a four-night stay in Columbus to tour the BrewDog’s brewery, visit The DogHouse Hotel and explore the BrewDog’s beer museum.

Harvey Nichols In-House Gin
The U.K. luxury department store Harvey Nichols has launched its first own-label gin brand, Metropolitan Gin. The label’s botanicals and ingredients take inspiration from the eight U.K. cities that house Harvey Nichols stores in an aim to further engage beverage customers with the brand’s heritage and timeless tradition.

For more examples of beverage brands and retailers creating innovative, immersive experiences, download PSFK's report, Elevating The New Beverage Experience.


Lead image: stock photos from bogdanhoda/Shutterstock

Bars and vending machines are no longer the defining brick-and-mortar option for beverage retailers. Innovative brands are reinventing their retail concept in order to tell their story, highlighting their heritage and unique attributes through high design, unique experiences and cutting-edge integrated technology, bringing shoppers into the embodiment of a brand's ethos and establishing emotional connections.

From PSFK's Elevating The New Beverage Experience report, here's how three beverage retailers are sharing the story of their brand to connect with customers through immersive physical retail: