Tatratea taps into summer festivals
Slovak spirit Tatratea will be making its mark on the European festival circuit this summer, starting with Rock for the People.
The tea-based herbal liqueur will be present at Hungary’s Sziget and Strand festivals, and the Czech Republic’s Rock for People and Colours of Ostrava festivals.
Sziget takes place from 6-11 August, Strand from 21-23 August and Colours of Ostrava from 16-19 July. Rock for the People kicks off this week from 11-15 June.
At the festivals, the brand will offer attendees the chance to sample its portfolio, which ranges from 22% to 72% ABV liqueurs.
Additionally, festival-goers can enjoy signature cocktails, chilled shots and immersive activities.
Of the awareness that being at some of Europe’s biggest summer festivals brings, Kristína Horná, marketing specialist at Tatratea, said: “We see festivals as more than just a summer marketing play – they’re one of the most powerful ways to let people discover what Tatratea is really about.
“The diversity of audiences – from the alternative rock fans at Rock for People to the international, genre-blending crowds at Sziget – means we get to engage with very different consumer segments across a short period of time.”
Tatratea aims to bring a ‘premium experience’ to the festivals with curated menus that are tailored to each festival’s crowd.
The festivals each cater to different audiences, from beachside partiers to alternative rockers, allowing the brand to connect with a diverse range of people.
Along with reach, the brand also noted the relevance of festivals, where it can be ‘squarely at the intersection of music, culture and next-generation drinking trends’.
Horná added that each festival has “their own identity, which aligns well with the layered nature of the Tatratea portfolio”.
“For example, our fruitier, lower-ABV expressions tend to resonate well at daytime beach festivals like Strand, while bolder variants like the 62% or 72% [ABV] are a hit at more intense evening settings like Colours of Ostrava or Rock for People,” Horná continued.
“We’re building visibility, yes – but more importantly, we’re building education. People try a Tatratea cocktail at a festival, then look for it later at their local bar or online. It creates a memory first, then a relationship.”
In April, Tatratea saw the arrival of veteran bartender Rusty Cerven as its global brand ambassador to help elevate it internationally.
Earlier in the year, The Spirits Business also visited Tatratea’s base in Kežmarok, Slovakia, to learn about how the spirit is made.
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