Hoegaarden to launch sensorial East London barge bar

Belgian beer brand Hoegaarden, owned by AB InBev, has created a 'floating gaarden', a pop-up barge bar that will travel along the canals in East London.

Floating Gaardens: sensorial Belgian beer-themed experience
Floating Gaardens: sensorial Belgian beer-themed experience

The Floating Gaardens, billed as 'a voyage of sensory discovery on East London's canals', will be docked in the East End, at Hackney Wick’s Number 90 Bar & Kitchen during the week. it will roam the canals of the city from Number 90 on the weekends, from 30 July through to 21 August, for a total of four weeks.

Each weekend journey on The Floating Gaardens lasts for an hour, with guests, who can win tickets via a ballot, treated to a Hoegaarden and canapes as they sail through East London's waterways.

Guests will also experience the Soundscape Gaardens, where carefully created sounds will affect how guests perceive the taste of Hoegaarden. Each journey will accommodate up to 12 people. 

AB InBev has created a number of experiential campaigns for its beer brands this year, including Budweiser's Dream Goal activity and Corona's SunSet Sessions in London. 

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Have your say

Only registered users may comment. Sign in now or register for free.

Follow us

Latest Event Jobs