Independent marketing and communications agency collective, Bastion, is taking on the beverage sector with a new specialist division its calling the Drinks Agency Village. The new business unit aims to enhance brand experiences, particularly at major events, by providing end-to-end solutions for beverage brands.

Drinks Agency Village has already recruited 20 employees who are experts in the beverage and hospitality industry, specialising in brand management and event activation. The initiative aims to bridge the gap between drink strategy, trade advocacy, and consumer engagement.

"I’m excited about this new direction, which allows us to integrate remarkable physical and sensory experiences into a cohesive framework," said Managing Director of Growth for Bastion Experience, Matt McCann. "Elevating brand experiences is our ongoing goal, and this initiative is essential moments involving drinks can create powerful, lasting memories."

One of the new hires includes former Solotel Group head of marketing, Alexandra O'Neil.

"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 O’Neil.