The company will be unveiling a custom-built Taste Adventure Bar for the brand at the annual Foodies Festival, which takes place at Hampton Court Palace over the bank holiday weekend (25-27 May).
The tented environment, which will be staffed by brand ambassadors, will provide consumers a place to sit and relax while enjoying samples of Ginger Grouse. Visitors will also have the opportunity to purchase bottles of the product to take home.
Sharon Richey, chief executive of Because, said: "Ginger Grouse is a refreshing, bold and adventurous drink that will allow the high-spirited Famous Grouse brand to connect with a new audience.
"The taste alone is bound to get people talking, but we hope to tap into the fun atmosphere at the summer Foodies Festivals to align the brand with adventurous taste-seeking and trend-setting consumers."
Branded giveaways will be taking place at events later this year. The experiential sampling area will travel to two more Foodie Festivals at Clapham Common (7-9 June) and Bristol Harbourside (12-14 July), as well as other events.
Ginger Grouse is also joining the Edinburgh Festival Fringe for the second time this year at Arthur’s Bar in Pleasance Courtyard.
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