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Freixenet announces sparkling partnership with London in the Sky
Sparkling wine brand Freixenet has announced a new partnership with al fresco dining experience, London in the Sky.
The drinks company is partnering with the pop-up dining event that is returning to the O2 for three months this summer. The unique experience, which hopes to welcome 250,000 guests between July and September, sees guests dining at a table that is suspended 100ft above the ground. The ‘restaurant’ offers a range of specially curated menus from bunch, through to lunch, afternoon tea, dinner and
evening cocktails, which this year will be topped off with a glass of Freixenet Prosecco.
Freixenet Prosecco and its Italian sparkling rose will be on sales, and Freixenet will be integrated into the experience through POS and social activity.
The partnership forms part of a wider brand campaign to inspire consumers to “make this summer one to remember” with its ‘Pocket List’ campaign.
Freixenet’s senior brand manager Samantha Cross said it had continued to be a year of uncertainty but “despite lockdown restrictions remaining in place, we can still make this summer one to remember and full of celebratory moments. London in the Sky is a truly unique event, creating an unforgettable experience which matches perfectly with the essence of Freixenet. The whole event experience, topped off with a glass of Freixenet Prosecco in the sky, will certainly be a moment to never forget.”
In April, the company hit a milestone after reaching £100m in retail sales value (rsv), which has since risen to £101.8m. This figure shows year-on-year growth of 49% in the 12 months to 15 May 2021, according to IRI.