Bastion opens new beverage arm to empower brands in sector

November 22, 2024 2:08

(L-R): Matt McCann, Alexandra O'Neil

Bastion has expanded its business operations with the launch of a dedicated beverage sector arm.

Offering end-to-end solutions specifically for beverage brands, the new Drinks Agency Village is expected to tie together consumer engagement, drink strategy and trade advocacy to revolutionise how beverage brands and consumers interact, bolstering the full-service communications and marketing agency’s ability to deliver brand experiences that are inherently immersive and sense inducing.

The business arm is comprised of 20 workers skilled in event activation and brand management, with expertise in the hospitality and beverage sector, to satisfy any off-premise and on-premise requirements.

The Drinks Village will also make use of Bastion’s creative team and events team to develop activations that readily offer brand engagement, strategy and trade advocacy.

“I’m excited about this new direction, which allows us to integrate remarkable physical and sensory experiences into a cohesive framework,” explained Bastion Experience’s managing director, Matt McCann.

(L-R): Matt McCann, Alexandra O’Neil

“Elevating brand experiences is our ongoing goal, and this initiative highlights how moments shared over drinks can create powerful, lasting memories.”

Bastion’s new unit launches roughly five months after it had hired former Solotel group marketing manager, Alexandra O’Neil, to step into a marketing head role at the agency.

“Having worked in on-premises for many years, I’ve learnt just how crucial it is to have a team of experts who truly understand your business challenges and needs,” O’Neil said.

“With this new division and the chance to connect with senior leaders in the drinks industry, we’re offering an exciting opportunity for our clients.”

The announcement of the Drinks Agency Village also comes more than one month after Bastion revealed that it had officially acquired Catch Design – a New Zealand-based digital experience agency.