CERVEZAS VICTORIA BEER REGIONAL SUMMER EVENTS
BRINGING SPANISH HERITAGE TO THE LOCAL COMMUNITIES
For summer 2022, ALTER continues its support of brands and organisations of all sizes and needs. We were delighted to be appointed by Spanish beer brand Cervezas Victoria in 2021 to create and execute a programme of targeted sampling and consumer events for the UK audience. We kicked off the campaign with the Victoria x Camino event in London – where we partnered with Spanish eatery Camino in London’s Kings Cross for a Malagan themed evening. For summer ‘22, we expanded the event programme and introduced a series of consumer experiences designed to build awareness and increase brand in hand opportunities across various UK cities.
Established in 1926, Cervezas Victoria is part of The Damm Group in Barcelona, the largest brewery in the region. ALTER began working with the group in 2019, implementing experiential concepts for the flagship Estrella Damm brand.
As an agency, our mission and aim is to create bespoke creative integrated marketing campaigns for our clients – no matter what size or business objective. Still a relatively emerging brand in the UK, Cervezas Victoria approached us this year to help them build authentic consumer regional brand experiences inspired by the brand’s rich Malaga heritage and roots – creating memorable brand activations that can then be amplified on social media.
In July, ALTER hosted its first Taste of Malaga event in Birmingham where we delivered an evening of authentic Malaga culture, hosted at the home of Spanish Tapas, Rico Libre in Birmingham.
Guests from the local community, including Birmingham influencers, attended the event, experiencing beautiful cuisine, Spanish dancing and of course, Cervezas Victoria beers. ALTER’s digital team implemented a local digital and social media marketing strategy to generate attendees from the Birmingham area – and our communications team supported this via the introduction of local based food, drink and lifestyle influencers.
This Taste of Malaga was the second event to take place with the programme concluding in London in September 2022.