We created a scalable on-trade activation framework designed to work across different outlet tiers, spanning Modern On-Trade (MOT) and Traditional On-Trade (TOT) environments.
For MOT venues such as dance clubs and rooftop lounges, the focus was on high-energy, FOMO-driven experiences. We leaned into immersive bottle rituals and high-tempo serve moments that could cut through dark, fast-moving nightlife settings and immediately command attention.
For TOT venues including live houses and Asian clubs, we adapted the approach to be more trial-led and operationally efficient. Activations were designed around bundle promotions and simplified bottle rituals, ensuring the brand remained accessible while still feeling elevated.
From strategy to execution, we led the conceptualisation, design and production of all activation assets. This included custom illuminated bottle-shaped lightboxes and programmable LED message boards, engineered to be visually striking, modular and flexible across different venue formats.
Together, these assets formed a cohesive on-trade toolkit that allowed Zacapa to scale consistently across outlets of varying sizes and energy levels while maintaining strong brand presence, desirability and experiential impact.
