Crafting Experiences: Iconic Collaborations That Make Spirits Shine

In a competitive marketplace, standing out is key. Brands must create memorable experiences that connect on an emotional level, leaving attendees with a lasting impression. The 9Rooftops team recently partnered with Suntory Global Spirits to craft unforgettable experiential activations at Tales of the Cocktail, showcasing the brand’s heritage, craftsmanship, and vision.

A Collaboration in Design

At Tales of the Cocktail, one of the largest hospitality industry events globally, the challenge was to make Suntory shine amid 300 competing brands. Together, we crafted experiences that left an unforgettable mark on attendees. This collaboration was all about designing moments that resonated with the audience, combining stunning visual aesthetics, immersive elements, and unforgettable flavours.

As our creative lead Ryan Place said, “Through this concept, we harnessed Suntory’s exceptional range of brands to create unforgettable experiences that resonated with this unique audience. By blending Japanese and Western influences, we crafted engaging and memorable experiential vignettes that come together in a cohesive and elevated activation. This partnership allows us to showcase the unique charm of New Orleans while delivering an immersive journey that only Suntory can offer.”

Showcasing World-Class Craftsmanship Through Iconic Local Partners

To embody Suntory’s spirit, we teamed up with two renowned establishments: Virgin Hotels New Orleans and Jewel of the South. The choice of these partners was deliberate, creating a synergy between local iconic collaborators and the Suntory experience.

At Virgin Hotels, we transformed a listening room into an immersive Suntory tasting event, pairing meticulously crafted cocktails on a rolling schedule by brand with great music and food. It was about inviting attendees to sit back, sip, and savour, creating an emotional bond with the Suntory portfolio through the ambiance we curated.

At Jewel of the South, we brought the essence of Tokyo nightlife to New Orleans, presenting three distinct pop-up cocktail concepts within one activation — each showcasing a unique aspect of the Suntory portfolio. From the refreshing Bucu Highball Garden, Lucky’s Bar Concept, to the exclusive Allocated premium tasting, the experiences were crafted to not just stand out but to connect deeply with the trade community.

Designing Emotional Connections

The power of experiential marketing lies in its ability to evoke emotion. By working hand-in-hand with creative minds and our partners, we focused on designing atmospheres that made attendees feel part of the story. From carefully selected decor to tailored soundscapes, every element was chosen to resonate and leave a lasting memory.

Creating these moments wasn’t just about visibility or educating the Trade about the portfolio, it was about positioning Suntory as an industry leader in spirits, fostering connections that would extend beyond the event itself. The collaborative spirit behind every choice, from partner selection to cocktail, was central to this success.