Marketing and communications agency, Bastion, has created a new branch of the business focused on the beverage sector, with a goal to enhance brand experiences, particularly at major events.
By providing comprehensive end-to-end solutions for beverage brands through a unified, industry-leading team, Bastion aims to deliver exceptional value by curating immersive and engaging, physical and sensory experiences.
The business unit has hired twenty employees who are experts in the beverage and hospitality industry, specialising in brand management and event activation to meet all on- and off-premise needs.
Bastion’s renewed focus aims to bridge the gap between drink strategy, trade advocacy, and consumer engagement, transforming how people interact with beverage brands.
Bastion Experience managing director growth, Matt McCann, said: “I’m excited about this new direction, which allows us to integrate remarkable physical and sensory experiences into a cohesive framework.”
“Elevating brand experiences is our ongoing goal, and this initiative is essential, showing moments involving drinks can create powerful, lasting memories.”
The company stated the expansion allows it to reach across multiple sectors, leveraging the support of its experienced events division and creative team to provide efficient service delivery across strategy, trade advocacy, and brand engagement.
Additionally, the agency recently announced the hiring of Alexandra O'Neil from Solotel as head of marketing. Solotel is one of Sydney’s largest hospitality groups, and the hire aims to demonstrate Bastion’s commitment to expanding its alcohol and non-alcoholic client roster.
“Having worked in on-premises for many years, I've learnt just how crucial it is to have a team of experts who truly understand your business challenges and needs,” said O’Neil.
“With this new division and the chance to connect with senior leaders in the drinks industry, we’re offering an exciting opportunity for our clients.”
