Opening on 7 August, the activation will run for four days. It will feature a number of interactive, multi-sensory experiences inspired by a Scandinavian summer.
Swedish canapés will be available to try, along with three flavour samples of the fruity cider.
The brand’s own bartender, Joel Pesson, will be on hand to take guests through a taste tour of his range of bespoke cocktails that have been exclusively designed for the Grand Union. There will also be a kaleidoscope photo area to give guests a souvenir of their time at the activation.
The Spirit of Summer activation is part of the brand’s UK tour, which will be accompanied by a curated social media campaign using the hashtag #spiritofsummer. It will begin in the Blackdog Ballroom in Manchester on 31 July before heading to London, Royal Exchange Square in Glasgow and Bournemouth Beach for .
Gareth Whittle, chief executive of Rekorderlig’s distributor Chilli Marketing, said: "Summer is always a great sales period for cider so it makes sense for us to activate at a time when our rivals are winding down."
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