When Melbourne, Australia issued a 2 am curfew for establishments that served liquor, a lot of partiers were pretty bummed down under, but Spring Valley saw an opportunity.
The vitamin-enriched beverage company opened the Smart Water Bar for a one month trial which was open through the night. They attracted the intoxicated, post-bar patrons who weren't ready to go home yet. Australia's first water-only bar, located in the party district of Prahran, operated at full capacity at 2am during this time.
The cozy venue, which had faux grass floors, plenty of plants and late night entertainment, proved to be an incredible example of innovative marketing approaches in times of conflict.
Water-Only Bars
The Melbourne Smart Water Bar
Trend Themes
1. Water-only Bars - Disruptive innovation opportunity: Create water-only bars in areas with restrictions on liquor sales to cater to post-bar patrons.
2. Vitamin-enriched Beverages - Disruptive innovation opportunity: Develop and market vitamin-enriched beverages that appeal to health-conscious consumers and those looking for non-alcoholic options.
3. Late Night Entertainment - Disruptive innovation opportunity: Offer late night entertainment options for individuals who prefer socializing and entertainment without consuming alcohol.
Industry Implications
1. Beverage Industry - Disruptive innovation opportunity: Introduce new and unique non-alcoholic beverages to cater to consumers looking for healthier alternatives.
2. Hospitality Industry - Disruptive innovation opportunity: Create innovative venues and experiences that cater to non-drinkers and provide late night entertainment options.
3. Marketing Industry - Disruptive innovation opportunity: Design and implement creative marketing approaches to promote non-alcoholic alternatives and attract post-bar patrons.