Fentimans to host summer pop-up in Soho and festival workshops

Soft drinks and mixers brand Fentimans is reviving its summer pop-up concept, launched last year, with a residency in Soho, as well as hosting workshops at UK festivals.

Fentimans: last year's pop-up was inspired by the Victorian era
Fentimans: last year's pop-up was inspired by the Victorian era

Taking place in August, the pop-up will be run on a similar basis to its Victorian-styled one last year, which occupied the top floor of L'Escargot restaurant in Greek Street.

The pop-up was run in conjuction with a number of brands, who used the space to showcase their products with signature cocktails made for each event. Brands partnering with Fentimans included VII Hills gin and Allumer jewellery.

Speaking at Event magazine's one day creative summit, Event 360, which took place yesterday (25 May), Jaala Pickering, event marketing manager at Fentimans, said the brand is also reaching out to festivals as part of its activation strategy. 

"We are taking what we term our magical mixology workshop to a number of small festivals this year, the first will be in Cornwall," said Pickering. 'We will be hosting between 30-40 people at a time at these workshops, which will enable consumers to play with the product and add-ons including edible sequins and jewels."

This year, Fentimans also created a vintage-inspired pop-up at Twickenham in celebration of the Six Nations rugby tournament and it will also host a botanical cocktail garden at this year's Polo in the Park, as it partners with the event for the second year running.

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