Culture, courage and relentless community
You don’t go to MAD//Fest for a quiet one. You go for the noise, the energy, the all round brand brilliance. And if you’re in the business of crafting experiences for drinks brands (as we are) there’s a lot to take away from the chaos.
From heritage brewers and challenger brands to nightlife legends and bold strategic thinkers, this year’s event gave us a full-spectrum view of where things are heading. And spoiler: it’s not about gimmicks, growth hacks or throwing money at the problem. It’s about culture, courage, and community.
Here’s what stood out – and what we think drinks brands should take to heart.
1. Old Roots, Fresh Shoots
What we learned from: Shepherd Neame
Britain’s oldest brewer is still run by the same family five generations on… but don’t mistake that for being stuck in the past. In fact, Shepherd Neame is proof that heritage can be a living, breathing creative asset, not a dusty archive.
With brands rooted in place and a design language that feels timeless, their work shows how storytelling can anchor even the boldest innovation. Take Creekside, a juicy IPA built to capture Gen Z’s love of citrus, or First Drop, designed to own the moment of that glorious post-work pint.
What’s smart here is the blend of authenticity and agility. They’re not jumping on every trend. They’re choosing the ones that matter, and making them their own.
- THE TAKEAWAY: You don’t need to chase shiny things. Play your history right, and you can show up as both legacy-rich and future-ready
Photo by Michael & Diane Weidner on Unsplash
2. Wellness Is a Mood, Not a Menu Option
Another learning from Shepherd Neame
Turns out Gen Z does drink (73% of them, in fact, in the past six months). But how they do it is changing.
“Zebra striping” – alternating between alcoholic and non-alcoholic drinks – is becoming the norm. Refreshment trumps ABV every time. And that sought out golden-hour afterwork moment? It’s just as valuable as ever.
The implication of this? It’s not enough to just offer a low/no range. You have to design experiences around how people feel, not just what they’re drinking.
- THE TAKEAWAY: Build your presence around moods, rituals and moments, not just formats. Experience-led strategies will win here
3. Belonging Beats Branding
What we learned from: Beavertown
Few brands manage to be this cool, this creative, and still feel this human. Beavertown doesn’t just sell beer. They sell identity. Culture. Belonging.
From their proudly stolen pint glasses (yes, they’re into it) to their mental health crisps created to spark conversation in pubs, they’re proving that brand love starts with emotional connection rather than clever comms.
What sets them apart is the way they blend bold creativity with genuine accessibility – high-concept ideas that never feel out of reach. Their world is weird and wonderful, but always welcoming. That’s something we think more drinks brands could learn from, and it reflects how we approach experiences at A*live, too: creatively ambitious, but always rooted in human connection.
And they’re serious about showing up for their community, through gigs, collaborations, and cultural references that feel personal rather than performative.
- THE TAKEAWAY: If your audience feels something, they’ll do something. Build with meaning and act with care
Photo by Caroline Roose on Unsplash
4. Support the Scene, Don’t Just Sell to It
What we learned from: Jägermeister
Jäger could have just thrown parties. Instead, they launched Save the Night, a global initiative supporting the people, venues and cultures that keep nightlife alive.
From DJs in Kenya to warehouse parties in Manchester, this wasn’t just marketing, it was grassroots action, backed by a brand that believes in the cause. And guess what? It worked. It strengthened their core audience. It kept them relevant. And it proved that standing for something beats stretching your proposition to try and be for everyone.
- THE TAKEAWAY: Loyalty starts with action. Find your people. And back them
Photo by Steijn Leijzer on Unsplash
5. Bravery Builds Better Brands
What we learned from: Diageo and Proud Robinson & Partners
Too often, strategy becomes a comfort blanket. A place to overthink and over-control. But in fact, the most memorable experiences come from a level of tension, risk, and ideas that might not work.
We heard from Diageo’s Charlotte Gibbon and Proud Robinson’s Lucy Boyd about the need to treat strategy as a creative act, not a corporate exercise. Yes, data is helpful. Sure, process plays its part. But it’s human insight that will help you cut through.
- THE TAKEAWAY: Be brave. Be 90% sure and start anyway. Experiences live in the messy, grey, “human” stuff, not a neat strategy in a deck.
Photo by Alexas_Fotos on Unsplash
So What Does This All Mean?
If you’re a drinks brand looking to stand out in 2025 and beyond, the message is clear: don’t just show up… mean it.
Whether you’re tapping into culture, turning up for your people, or rethinking what premium really looks like, your brand experiences simply have to do more than entertain. They have to move people, include them and inspire them.
At A*live, we’ve been doing this for nearly two decades, helping drinks brands like Monkey Shoulder, Hendrick’s Gin, Moët & Chandon, and Glenfiddich to deliver experiences that feel meaningful, not just memorable. Reach out if you’d like to talk about what your next experience could mean.
Drop us a line at hello@wearealive.co.uk