What would your brand taste like?
- Drinks Provisionist
- Aug 5
- 2 min read
In today’s luxury landscape, brands are increasingly asking: If our identity were a drink, what would it taste like? This isn’t just clever branding—it’s sensory storytelling that transforms abstract values into tangible experiences.
“Hospitality-led experiences aren’t just extensions of brand—they are now key vehicles for how brand meaning is made.” – Vogue Business, June 2025
Why Brands Are Doing This — And Why It Works
1. Because product isn’t enough anymore.
As luxury brands compete in a saturated visual space, F&B offers something different: emotional immersion. It allows a brand to engage multiple senses at once—something a handbag, lipstick, or logo alone can’t achieve.
2. Because it appeals to the most influential audience: experience-driven consumers.
Millennials and Gen Zs are driving the growth of “experiential luxury.” This audience wants more than ownership—they want access, community, atmosphere, and storytelling they can participate in.
3. Because it reinforces brand loyalty and drives cultural cachet.
F&B experiences create personal, low-barrier entry points into a brand universe. A €12 gelato or $8 branded coffee lets someone live inside the brand, even if they can’t yet afford the full fashion collection.
More importantly, these moments drive cultural relevance. They become talked about, shared, and tagged—fuelling organic media and deepening emotional loyalty far beyond product use.
Who’s doing it best?
From rituals to signature sips
Beauty brands are translating core rituals into bespoke beverages. Take the April 2025 Dove × Chamberlain Coffee collaboration, where Dove’s “Plant Milk Cleansing” line inspired a pop-up coffee truck serving an Oat Milk & Berry Brûlée Latte—a literal taste of self-care ritual. This fusion of skincare and café culture shows how drinks can encapsulate texture, aroma, and emotion in a sip.
Fashion lines as cocktail collections
On the fashion side, summer 2025 pop-ups are serving multisensory cocktails tailored to brand worlds. Jacquemus’s Monte‑Carlo and Ibiza beach clubs featured custom spritzes alongside polka-dot décor and padel courts, creating cohesive brand atmospheres. Similarly, Krug’s Sensorium events fuse champagne with curated soundscapes—turning heritage into sensory surprise.
Sensory Takeover: Hospitality as brand expression
Luxury pop-ups are no longer retail-first—they’re hospitality-first. Brands like Burberry, Dior, Dolce & Gabbana, and Anya Hindmarch are staging curated beach and restaurant takeovers that immerse guests in their aesthetic through design, flavours, and sound. These aren’t cafés. They’re brand worlds you taste as well as see.
Image credit: Financial Times
The Drinks Provisionist Edge
At Drinks Provisionist, we help luxury and beauty brands translate identity into taste—merging hospitality thinking with deep brand alignment.
We craft:
Signature drink concepts that reflect your aesthetic and emotion.
Modular brand moments—from pop-up bars and café takeovers to roving drinks carts and in-store rituals.
Sensorial storytelling that includes naming, service choreography, glassware, soundscapes, and more.
Drinks are no longer background—they’re a brand language. Let’s create something people will sip and never forget.
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