As Victoria Malaga beer launched in the UK this year, ALTER were tasked with bringing a slice of Malagan sunshine to the streets of London. We invited the public, influencers and press to enjoy an immersive experience at the Spanish Tapas restaurant Camino, where good food, tapas and beer transported our guests to Malaga for the evening.
By combining exquisite beer with delicious food, the aim of this Spanish-themed night was to increase consumer interaction and engagement with Victoria as well as liquid on lips. This partnered event not only supported the launch of Victoria in the UK but encouraged the brand partnership with key account listing, Camino, King’s Cross.
Complete with Spanish band Rocio and Victoria Malaga bespoke branded bar set up outside, Camino’s courtyard served as the perfect area for enjoying the last of the summer sunshine and celebrate the end of lockdown with dancing and music.
We enlisted a number of food and drink influencers to help us introduce Victoria Malaga to Londoners who created amazing coverage for both the beer brand and our hosts, Camino.
Alongside the event, ALTER had a custom-made mural built with inspiration taken from the original in Malaga. The mural is now a permanent feature at Camino’s King’s Cross restaurant and consistently reminds visitors of the amazing Victoria Malaga on offer.
Due to the success of this event, ALTER followed up with smaller Victoria Malaga beer regional summer events, bringing the taste of this Spanish heritage brew to further local communities.