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A Royal Sip – Mindful Indulgence for Ascot with Harrogate Spring Water and LK Bennett

Royal Ascot is synonymous with elegance, exquisite fashion and a touch of revelry. But amidst the excitement, there’s a growing trend towards mindful drinking – enjoying the occasion without compromising your wellbeing.

Gone are the days when a day at the races revolved solely around alcoholic beverages. People are prioritising health and wellbeing, opting for mindful choices that allow them to savour the experience fully.

Harrogate Spring Water’s innovative mindful drinking bar at Royal Ascot reflects this shift. This dedicated space offers a delightful selection of reduced and non-alcoholic options, proving that mindful drinking doesn't mean missing out on the fun.

Key statistics

13

influential guests attended.

73

organic social posts generated.

408,000

total social reach.

2.26%

average engagement rate.

A refreshing partnership

Recently, we supported client Harrogate Spring Water, the official water supplier of Ascot, to host an influencer and media event at The Ivy York, in collaboration with LK Bennett, the official womenswear sponsor. They created a winning combination for a sophisticated and refreshing Royal Ascot experience.

LK Bennett’s exquisitely designed Royal Ascot collection empowers women to feel and look their absolute best, fostering a sense of self-assurance and effortless elegance. LK Bennett’s clothing allows attendees to navigate the day's activities with confidence, revelling in the occasion without feeling restricted by their attire.

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Influencers on board

We helped curate a guestlist of influential figures from across the North of England, including renowned actress Natalie Anderson and fashion blogger Caroline Smith (AKA @SimplyCaroline).

These tastemakers were treated to a day of mindful indulgence, exploring the latest Royal Ascot trends from LK Bennett whilst sipping on delicious non-alcoholic cocktails made with Harrogate Spring Water.

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Amplifying the conversation

Our media and influencer outreach ensured the event generated a buzz around mindful drinking at Royal Ascot.

Natalie hosted a Q&A session, sharing her perspective on the importance of inclusive social spaces where everyone can feel welcome, regardless of their alcohol consumption.

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A trend on the rise

Harrogate Spring Water’s commitment to mindful drinking at Ascot aligns perfectly with a growing national trend. Their survey revealed nearly 38% of respondents actively practice mindful drinking, with a significant interest among younger generations.

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Our takeaway

The event proved that mindful consumption and sophisticated social experiences go hand in hand. The collaboration between Harrogate Spring Water and LK Bennett transcended beyond a partnership, it represented a shared vision of creating a sophisticated and inclusive Royal Ascot experience for all.

Harrogate Spring Water is reshaping the narrative surrounding Royal Ascot and we’re proud to have played a part in the conversation and look forward to seeing the mindful drinking movement continue to flourish.

This Ascot season let’s raise a glass (of Harrogate Spring Water, naturally) to a new era of refined celebrations at this iconic British event.

Head over to Harrogate Spring Water’s Mindful Drinking Hub where you'll find expert tips, delicious mocktail recipes and more!

https://www.harrogatespring.com/mindfuldrinkinghub/

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