Turning tap wins into brand wins. How sampling keeps drinks brands connected to their consumers.

When Brookvale Union launched Whisky + Dry on tap, they didn’t just want drinkers to see it on the tap bank,  they wanted them to taste it, love it, and come back for it. That’s where Drinks Provisionist came in. Partnering with Brookvale Union, we built and executed a national on-premise sampling campaign designed to drive trial, support new tap wins, and turn curiosity into conversion.

The Challenge.

This wasn’t your average “pour and go” activation. As part of the tap optimisation program, Brookvale Union wanted to ensure every new venue pouring Whisky + Dry was backed by a real, consumer-facing experience.

The brief was clear:

• Drive liquid on lips and build brand advocacy in-venue.

• Support new ranging through consumer trial.

• Increase brand awareness and visibility across key east coast markets.

Our Response.

We mapped out 50 venues across Australia, from high-energy city pubs to suburban locals, creating a six-week sampling program built for speed, precision and results.

Drinks Provisionist handled every detail; from ambassador recruitment and training to session scheduling direct with venues, kitting, and logistics. Each host received a custom sampling kit, complete with Brookvale Union T-shirts, garnish kits, and branded bar struts for that signature “Brookvale Union” personality.

Our ambassadors, trained as category specialists, delivered high-energy, roaming tastings that sparked conversation and encouraged full-serve purchases.

The Results.

Across dozens of sessions, our team turned trial into traction. Venues reported positive guest sentiment, uplift in sales during activation nights, and a clear appetite for repeat events.

Consumer feedback confirmed Brookvale Union’s sweet spot: 25–35-year-olds responding strongly to the flavour profile, brand tone, and easy-drinking serve. Venue staff described the activity as “energising”, “supportive”, and “a great conversation starter”, proof that sampling isn’t just a consumer play, but a trade engagement driver too.

When done right, on-premise sampling isn’t a one-night stunt, it’s a strategic brand experience that drives measurable results. This campaign proved the power of blending on-ground activation with trade partnership thinking. By connecting venue, brand, and consumer through one seamless experience, we turned taps into trials, and trials into long-term loyalty.

Looking to activate your brand in the on-premise?

Whether you’re launching an NPD, supporting a new listing, or reigniting a classic, Drinks Provisionist is your experiential drinks agency partner for end-to-end campaign delivery. From staffing and sampling logistics to creative strategy, ambassador training, and post-campaign insights, we make sure your drink gets into the right hands, and stays there.

Brookvale Union sampling at Great Northern Hotel

Let’s reshape the drinks experience, one venue at a time.

Get in touch to talk about your next on-premise activation 👉 drinks@drinksprovisionist.com.au