Surfing brand Quiksilver partnered with rum brands Appleton Estate, Wray & Nephew and Gosling's to create Trader Dan's Surf Shack in Leeds in June. Created by the Hedonist Project, the pop-up was themed around California and Hawaii with an interior designed by Quiksilver. Guests enjoyed 90s music, an extensive cocktail menu and food designed to complement the surf theme.
Appleton Estate Rum hosted a live tasting and cocktail making experience, via Twitter, in October, as part of Rum Experience Week. Around 400 people were invited to The Shard in London to join in the action using the hashtag #AppletonLive. The event was hosted by rum ambassador Ian Burrell and Appleton Estate’s senior blender, David Morrison.
Kraken created a branded truck to tour the UK in June delivering Kraken Rum-flavoured black ice-cream. The rock-inspired vehicle played distorted versions of metal classics and visited a number of festivals including Camden Rocks and Bloodstock. Kraken also hosted a Christmas pop-up shop in December with real black christmas trees and other black decorations such as mistletoe, wreaths and holly.
In the US, Malibu has created a 'beach house' activation at a number of music festivals this summer, which features a palm tree aerial selfie station and a VIP booth with close views of the main stage. The activation is part of Malibu's global 'Because Summer' campaign.
Wray & Nephew
The brand's 'Wray's Rum Tings', a series of summer events, kicked off with Wray's Jerk Fest earlier this month on the rooftop of the Bussey Building in South London. The event featured a cook-off between six of London’s best jerk chefs, a Reggae Rum Punch Relay Race, a free screening of the classic Jamaican film "The Harder They Come" and a host of other activities to celebrate the brand's Jamaican heritage.
Havana Club Rum
There's still time to visit Casa Havana, a pop-up bar, restaurant and event space from Havana Club, which runs until 20 August. Inside the Soho-based pop-up in London, visitors will be transported to the streets of Havana through a virtual reality 3D experience. Check out pictures of Havana Club's Casa Havana pop-up here.
Young's Pubs and Geronimo's Inn
The two pub brands are hosting Summer of Rum, a series of rum blending masterclasses throughout August, featuring brands including Jamaican Duppy Share, Kraken, Gosling's, Sailor Jerry and Ron Zacapa. In particular, Kraken has been hosting a 'Black Ink Society' masterclass with an interactive cocktail-making session.
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