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.