Oscar-winning director Steven Soderbergh launched a themed cinema series in London with his Bolivian spirit brand Singani 63, featuring a program of films paired with cocktails and the signature Spiced Soderbergh Sour served throughout the run. Titled A Man Under the Influence: 63 Days of Steven Soderbergh’s Selects, the series began at Everyman at The Whiteley on Sept. 3 and runs on Thursdays through Oct. 30, with a 63-minute happy hour starting at 6 p.m.
Each screening pairs one of Soderbergh’s selected films with a cocktail created by a different London bar, including Archive & Myth, The Mandrake, Cocktail Trading Company and Hawksmoor Seven Dials. Singani 63, an unaged Bolivian brandy made from Muscat of Alexandria grapes, is also available at Amathus locations alongside promotional giveaways and tastings.
For consumers, the activation combines cinema and mixology in a venue-based brand experience, extending Singani 63’s storytelling through curated films, cocktails and retail engagement.
Image Credit: Singani 63
Why This Trend Is Growing
- Curated Cinema Activations
- Film programming tied to branded hospitality experiences creates new space for entertainment-driven product storytelling and premium audience engagement.
- Cocktail-paired Screenings
- Pairing signature drinks with cultural events blends mixology and media consumption into multisensory occasions that can differentiate venues and beverage brands.
- Celebrity-led Brand Worlds
- Director or creator involvement gives consumer products a narrative identity that extends beyond endorsement into immersive lifestyle positioning.
Industries Being Reshaped
- Alcoholic Beverages
- Premium spirits can use experiential formats like tastings, pairings and cultural partnerships to build distinctiveness in crowded craft and luxury markets.
- Cinema and Entertainment
- Theater venues gain alternative revenue potential by transforming screenings into themed social experiences with food, beverage and brand integrations.
- Experiential Marketing
- Cross-category activations connecting retail, hospitality and entertainment reveal scalable models for deeper consumer participation and measurable brand affinity.
