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# Experiential Iceland-Themed Events
Reyka Vodka Marked Its UK Launch with "Off-Beat Encounters"

By Laura McQuarrie | Published 2017-12-05 | Marketing
Source: Trend Hunter, https://www.trendhunter.com/trends/reyka-vodka
References: [campaignlive](https://www.campaignlive.co.uk/article/reyka-vodka-creates-icelandic-themed-events/1449674) & [alcoholaficionado](http://www.alcoholaficionado.com/best-vodka/potato/2015/august/reyka/)

To announce its launch in London, Icelandic brand [Reyka Vodka](https://www.trendhunter.com/trends/reyka-vodkas-contest) invited consumers to take part in a series of "offbeat encounters" to introduce the city to the true taste of Iceland.

Since art, music, food and beverages all play a part in bringing a country's culture to life, Reyka Vodka staged a takeover of 18 bars to offer a variety of installations, masterclasses and live events.

To kick off its campaign, Reyka Vodka first had Reyka brand ambassador Fabs Latham hold a [mixology masterclass](https://www.trendhunter.com/trends/silence-please). Following this, the image of the [Aurora Borealis](https://www.trendhunter.com/trends/grey-goose-bottle) was projected onto water at Barge House, fans had the chance to watch Icelandic street artist Selur creat surreal landscapes, taste local cuisine and listen to an intimate performance from the Icelandic rock band Vio.

## Trend Insights (Trend Hunter)

- Score: 4.0/10
- Popularity: 81% | Activity: 32% | Freshness: 8%
- Audience gender: 50% men, 50% women
- Primary generations: Millennial, Gen X
- Top markets: Europe

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive)

## Key Themes

### What Makes This Trend Stand Out

- **Experiential Events:** Creating immersive experiences for consumers to engage with a brand's culture and products.
- **Cultural Branding:** Using art, music, and cuisine to bring a country's culture to life and connect with consumers.
- **Innovative Installations:** Using unique installations and projection mapping to create visually stunning experiences.

### Sectors Adopting This

- **Alcohol and Beverage:** Bringing experiential events and cultural branding to the alcohol and beverage industry.
- **Hospitality and Tourism:** Integrating immersive experiences and innovative installations to enhance the hospitality and tourism sector.
- **Arts and Entertainment:** Collaborating with artists and musicians to create memorable experiences in the arts and entertainment field.

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