.

Whatever the occasion, we can serve.

The drinks and alcohol category is going through an intense and exciting period of transition… but whatever the occasion, we can serve.

Our Experience.

We see an incredible amount of potential in the alcohol industry in particular when it comes connecting with a new generation of drinkers, but it is not without its challenges. How do we help a more diverse audience feel that this is a brand that speaks to, and for, them? How can we identify a contemporary narrative that shifts the conversation from brand out to consumer and culture centric? How do we break the formats, channels and approaches that may have worked with previous generations but no longer connect with younger drinkers spoilt for choice?

We draw on our unique audience insight, category expertise, and cultural connections to solve challenges at both global and local scales.

Since our inception we’ve developed global cultural positioning, activation platforms, launched NPD and taken the lead strategic and creative agency role for clients. We’ve hosted future-proofing workshops, translated ATL concepts into BTL realities and led global digital strategies. We’ve created multi-market serve programmes and developed IRL experiences that shifted perceptions, drove liquid on lips and increased ROS.

We’ve connected heritage brands with diverse new audiences. We’ve been the lead culture and entertainment agency. We’ve built advocacy programmes to build brand love amongst the bartending community and we have re-invented the cultural strategies to better engage a new generation of drinkers and fans.

We’ve done everything from launching a distillery as a global tourist destination, re-created a Victorian gin palace as a festival experience, hosted performances from global music talent and built tourable cultural experiences that got drinks in hand. We’ve driven conversation, engagement and, most importantly, trial for rums, whiskies, vodkas, gins, beers and bourbons, across the globe.

And we’ve loved every minute of it.

Our Capabilities.

Just as audiences don’t think in channels, we believe in creativity that is seamless, not siloed. Pioneering new models of story-telling that build brand worlds - not just campaigns. Helping brands harness the power of culture to spark, and supercharge, conversations on a global scale.

Cultural Strategy

Amplify have worked with many brands to help them identify their authentic and actionable role within culture and to translate that into a consumer focused positioning that can be brought to life through the line.

Jack Daniel's

Amplify has worked with Jack Daniel’s over a number of years, addressing challenges around a new generation of drinkers who don’t have the connection with the brand's musical heritage and iconicity. We worked to reinvent what music means for Jack and the role it could, and should, play in the UK. This took the form of a cultural insight deep dive, landscape mapping, development of a consumer-facing music platform and supporting strategy, alongside a creative campaign for execution of that cultural proposition.
Case Study
Espolòn

As one of the fastest growing brands in the Campari portfolio, we’re helping to supercharge that expansion to a global audience. From defining a strategic partnerships platform that can speak to Gen Z audiences across continents, to fuelling the global brand narrative with cultural insights to help define a narrative that serves the brand long term. Working with senior stakeholders across markets, we inform and inspire everything from workshops to incubations sessions synthesising disparate audience data points into insights that join the dots for the brand.
Wray + Nephew

As part of new audience growth ambitions, we translated the refreshed brand platform into an experiential campaign that spoke to the narrative shift to a more aspirational and premium positioning. Our role was to ensure we created a platform that engaged a wider cultural appreciator audience through diversified storytelling and new cultural touchpoints, but also captured the hearts of the existing Wray community who represent the rich heritage of the brand.
Case Study

Global Toolkits + Playbooks

Having worked as both a global agency and as a local market agency adapting global work, we understand the sometimes challenging dynamics, as well as the cultural nuances that are essential when it comes to delivering distinctive, adaptable global strategy and effective actionable playbooks.

Baileys

With a new seasonal strategy, an openness to serve versatility and a desire to reach new audiences, Amplify are working with the global Baileys team to reposition the brand through an evolved BTL experience-led strategy and toolkit, incorporating a new experience platform, scalable space design and a new activation framework including partnerships, influencers and a connected digital comms strategy.
Absolut

Amplify worked with Absolut to re-imagine their global experiential strategy, rooted in real cultural insight. Beginning with a global research piece to understand the current nightlife context and signals in multiple markets, it grew into a multi-channel experience platform, festival activation campaign and on-trade roll out centred around a cultural partnership and toolkit.
Beefeater

How do you bring the ‘Spirit of London’ and the vibe of Beefeater Gin to a world of activations and markets as diverse as Brazil, Italy and Poland? Amplify pieced together an experiential toolkit and modular system that brings the architectural nuance and spontaneity of the city’s culture to life in a way that is playful, unexpected and multi-sensory.

Experience + Activation

Amplify excel in bringing alcohol brands to life in unique, memorable and shareable ways. Whether signature owned events, a festival presence and touring activations, on-trade extensions or experiences that can scale for multiple markets and objectives.