Bastion Creates Drinks Agency Village to Elevate Brand Experiences

Bastion is excited to announce a new arm of the business focused on the beverage sector. This initiative marks an important step in enhancing brand experiences, particularly at major events. By providing comprehensive end-to-end solutions for beverage brands through a unified, industry-leading team. Bastion aims to deliver exceptional value by curating immersive and engaging, physical and sensory experiences.

The business unit has hired twenty employees who are experts in the beverage and hospitality industry, specialising in brand management and event activation to meet all on- and off-premise needs.

Leveraging the support of our experienced events division and creative team, we aim that consumers can navigate activations seamlessly, with each touchpoint thoughtfully designed to enhance the overall experience across strategy, trade advocacy, and brand engagement. This expansion allows us to extend our reach across multiple sectors, providing cohesive and efficient service delivery.

"I’m excited about this new direction, which allows us to integrate remarkable physical and sensory experiences into a cohesive framework," said Matt McCann, managing director, growth for Bastion Experience.

"Elevating brand experiences is our ongoing goal, and this initiative is essential moments involving drinks can create powerful, lasting memories."

Additionally, the agency recently announced the hiring of Alexandra O'Neil from Solotel as head of marketing for the group. Solotel is one of Sydney’s largest hospitality groups. This hire further demonstrates Bastion’s commitment to expanding its alcohol and non-alcoholic client roster.

“Having worked in on-premises for many years, I've learnt just how crucial it is to have a team of experts who truly understand your business challenges and needs. With this new division and the chance to connect with senior leaders in the drinks industry, we’re offering an exciting opportunity for our clients.” said Alexandra.

This focus aims to bridge the gap between drink strategy, trade advocacy, and consumer engagement, transforming how people interact with beverage brands. It represents a significant step in Bastion's evolution as a full-service marketing and communications agency, enhancing our capabilities across the alcohol, entertainment, and hospitality sectors for efficient and cohesive service delivery.