News

Proximo creates virtual storm for Kraken Black Spiced Rum dinner

Most popular

Pernod breaks boundaries with Chinese distillery

Interview - Pernod Ricard CFO Helene de Tissot

The just-drinks Analyst returns

New Remy Cointreau CEO - just-drinks thinks

just-drinks meets Asahi Europe's CEO - II

MORE

Proximo is to seat UK diners in the middle of a virtual thunderstorm as part of an immersive dining experience for its Kraken Black Spiced Rum.

Guests will experience 1,000 litres of "real" rain every minute at the Kraken dinner, Proximo said

Guests will experience 1,000 litres of "real" rain every minute at the Kraken dinner, Proximo said

The "4D" consumer activation is based around the rum's mythical Kraken backstory and the storms that hit Trinidadian oceans. The two-day event starts on 12 July and will offer a sit-down meal and a bar of blended Kraken beverages including its signature 'a perfect storm' cocktail. 

Special effects, wind fans and rainfall technology will make diners feel as if they are sitting in extreme weather conditions at the London city-centre venue. Real water will see guests experience 1,000 litres of rain every minute, Proximo said.

Tickets are priced at GBP25 (US$32) with four hour-long sessions between 3.30pm and 9.30pm in a Covent Garden bar.

Immersive activations are growing in popularity with alcohol marketing departments as technology improves. In 2018, Edrington raised awareness of its new GBP140m (US$186m) The Macallan distillery with a 4D "virtual tour" of the plant.

Why consumers are demanding more experiential marketing activations - Consumer Trends


Expert Analysis

Flavored Beer (Beer & Cider) Market in Colombia - Outlook to 2022: Market Size, Growth and Forecast Analytics

Flavored Beer (Beer & Cider) Market in Colombia - Outlook to 2022: Market Size, Growth and Forecast Analytics

Flavored Beer (Beer & Cider) Market in Colombia - Outlook to 2022: Market Size, Growth and Forecast Analytics is a broad level market review of Flavored Beer market in Colombia.

VIEW REPORT

Related Content

Comment - Have Beverages Entered a New Age of Virtual Advertising?

Comment - Have Beverages Entered a New Age of Virtual Advertising?...

Manifest Distilling’s 100% Organic Rye Whiskey - Product Launch

Manifest Distilling’s 100% Organic Rye Whiskey - Product Launch...

Constellation Brands gives TV debut to Meiomi wine in new campaign - video

Constellation Brands gives TV debut to Meiomi wine in new campaign - video...

Why Carlsberg's time is now, why Q3 is set fair for drinks and why spirits should learn from Neil Woodford - The just-drinks Analyst

Why Carlsberg's time is now, why Q3 is set fair for drinks and why spirits should learn from Neil Wo...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?