We love a festival here at Barfly HQ, and when we’re not in work mode collecting real-time consumer insights at them (this year was Glastonbury’s turn!), or, even better, attending them during our time off, we’re spending time in the office discussing the many brand activations we’ve encountered on our travels. 

Below is our wrap up of activations that really caught our eye during the 2025 festival season:

818 Tequila – The 818 Outpost (Coachella, California)
818 Tequila’s desert saloon invited festivalgoers to step into a stylish, Western-inspired lounge. Consumers could personalise their own cowboy hats, receive make up touch-ups, and sample signature cocktails. The Outpost also included collaborations with partner brands (incl. Rhode and Liquid I.V), DJ sets, and interactive photo moments, creating a unique and Instagram-ready environment in the heart of Coachella.

Rémy Cointreau – Music x Taste Scientific Experiment (All Points East, London)
Rémy Cointreau’s pop-up combined science and cocktails, inviting festivalgoers to explore how different sound frequencies and music genres can alter taste perception. Consumers sampled a range of margaritas while soundscapes enhanced their experience, turning every sip into a sensory experiment. 

Aperol – Island of Joy (Primavera Sound, Barcelona)
Aperol transformed a corner of Primavera Sound into their "Island of Joy." Visitors were greeted by Aperol’s trademark décor, as well as interactive installations, where they could enjoy an Aperol Spritz while engaging in music exhibitions, video booths, trivia quizzes and golden-hour photo moments. 

Monster Energy – Honky-Tonk Saloon (Stagecoach, California)
Monster Energy’s Honky-Tonk Saloon brought the energy of Americana to Stagecoach with line-dancing lessons, DJ mash-battles, and a coffee zone for those needing a mid-day boost. The saloon also featured branded merchandise and interactive games, offering a high-energy experience that kept the country music enthusiasts engaged and energised throughout the festival.

Casamigos – House of Friends (Various UK Festivals, 2025)
Following its success at All Points East over the last two years, Casamigos returned with their House of Friends activation at six UK festivals this year, including BST Hyde Park, Latitude, and Brockwell Live. Festivalgoers could take a break from the music to enjoy a range of cocktails curated by Casamigos’ expert mixologists in an impressive space featuring comfortable lounge seating and staged areas for photos. 

Jägermeister – Festival Survival Kits (Parklife, Boomtown, UK)
Jägermeister created practical yet fun survival zones across Parklife and Boomtown, complete with VIP areas stocked with portable chargers, sunglasses, and festival necessities. Attendees could take photos in themed booths, get temporary tattoos, and receive exclusive merch, all while enjoying free samples of Jägermeister.

Heineken – House of Heineken (Coachella, California)
Heineken’s House of Heineken was essentially a festival within a festival at this year’s Coachella, featuring its own stage, shaded areas to relax in, and hydration points serving both beer and water. Visitors could enjoy live performances, meet brand ambassadors for personalised recommendations, and relax in Instagrammable seating areas. 

What do these successful festival activations have in common?

Social shareability – every detail, from staged photo areas with props to branded glassware to impressive building structures, was designed to be posted on social media and shared with friends. 

Immersion – from Rémy Cointreau’s scientific experiment to Monster Energy’s dancing lessons, these activations weren’t just bars, they were fully immersive, offering festivalgoers unique and memorable experiences. 

Harnessing cultural trends – The best activations successfully tap into cultural trends to connect with festivalgoers on an emotional level. Country and Western nostalgia is hugely popular right now and was brilliantly brought to life at the 818 Outpost and Monster’s Honky-Tonk Saloon. 

Functional value – From hydration stations to shaded areas, sunglasses and cowboy hats for sun protection – these activations offer something genuinely useful to festivalgoers.

The best activations prove that a drinks brand’s role isn’t just pouring beverages at festivals – they’re building entire experiences that consumers will remember long after the Sunday night headliner.

Written by Lucy McGinn, Strategist