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Mindful Drinking takes centre stage at Festive Influencer event

Building upon their established “Drinking Life In*” campaign, Harrogate Spring Water launched a targeted seasonal sequel in December 2023. This initiative focused on promoting mindful drinking habits during the festive period.

Recent consumer research commissioned by Harrogate Spring Water revealed a growing trend towards moderation, with 57% of respondents opting for non-alcoholic beverages alongside alcoholic options at social gatherings. Additionally, 62% indicated a preference for mindful consumption.

To capitalise on this shift and showcase their still and sparkling water as ideal mixers for low- and no-alcohol cocktails, we helped Harrogate Spring Water to host a regional influencer event at the prestigious Grantley Hall in Ripon, Yorkshire. Partnering with Yorkshire-based Bax Botanics, the event boasted an “Apres Ski Christmas” theme, fostering a sense of enjoying the present moment within a winter wonderland atmosphere.

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Our team strategically facilitated connections with relevant local micro-influencers, empowering them to become brand ambassadors and extend the mindful drinking message to their engaged online communities. The event was garnished with exquisitely designed invitations and signage, further emphasising the “Drinking Life In*” campaign. Additionally, we provided comprehensive support in room dressing and conceptualisation to ensure a truly special experience for attendees.

The event offered a unique platform for guests to interact with Bax Botanics and explore the creation of their own mindful cocktails using their delicious non-alcoholic gin alternatives. With over 20 influencers in attendance, the event garnered significant brand awareness, reaching a highly targeted local audience exceeding 430,000 individuals.

This organic influencer event demonstrably achieved its objectives, generating a positive response and fostering valuable engagement with the participating brands. The success of this initiative paves the way for further expansion of the “Drinking Life In*” campaign in 2024. Stay tuned for potential activations at prominent events like Royal Ascot!

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