Northern Restaurant & Bar x London Essence

Northern Restaurant & Bar is a key decision-making moment for the Northern hospitality industry, where menus are shaped and suppliers are chosen. For London Essence, it was a chance to influence what gets poured across the region by showing up with clarity and confidence.

As competition in the premium mixer category grew more competitive, visibility alone was not enough, the brand needed to clearly demonstrate its value behind the bar.

Our insight showed bartenders and operators prioritised partners who delivered on taste, credibility and practical value. This created an opportunity to position London Essence as indispensable, driving trial, strengthening relationships and converting engagement into meaningful listings and growth.

We designed the activation to prioritise quality of interaction over volume, creating space for meaningful conversations that would influence real buying decisions.

We led an end-to-end delivery model, spanning stand design, production, creative asset development, drinks strategy, and full on-site execution. Expert mixologists operated as brand ambassadors, ensuring every interaction reinforced London Essence’s premium credentials.

In 2024, we established a distinctive visual and experiential platform. A bold, minimalist white stand cut through a cluttered exhibition and signalled confidence, elevating brand perception while drawing in high-value trade audiences.

In 2025, we optimised what worked. The bar-led sampling experience became a proven engagement driver, while Bartender Olympics introduced purposeful interaction, creating memorable moments that deepened relationships and increased dwell time.

By 2026, we evolved the concept to meet a new strategic challenge. Following the Carlsberg Britvic acquisition, we created a unified dual-brand space for 1664 Blanc and London Essence. A shared white visual language delivered a seamless, premium environment, balancing distinct brand identities while presenting a cohesive, credible partnership.

London Essence secured a standout presence at Northern Restaurant & Bar, reinforcing its position as a credible premium mixer partner across the Northern hospitality market.

Across three years, the activation drove meaningful engagement that translated beyond the show floor, strengthening key relationships and building long-term trust. More than 500 qualified leads were generated, demonstrating clear success in driving awareness, adoption and sustained commercial growth.

“Hedonist's performance has been consistently exceptional and has meaningfully increased our trade visibility contributing to stronger, more impactful brand building within a highly competitive environment."

 

-Alla Furmanova

Head of Brand Experience and Partnerships