Grupo Varma organized a cinematic adventure in Tenerife to present their new gin to distributors, achieving a satisfaction score of 4.7/5 and a 400% increase in sales within the hospitality channel po
Founded in 1942, Grupo Varma is a leading family-owned Spanish company in the distribution of beverages and consumer goods. The primary objective of the event was to launch Macaronesian Gin, a premium gin uniquely distilled with volcanic water from the Canary Islands, to its commercial network and distributors. Rather than opting for a traditional convention, the goal was to provide participants with a first-hand experience of the gin’s exceptional qualities, creating a sensory and emotional connection with the brand.
The event aimed not only to increase product awareness but also to inspire the sales teams to boost sales. Additionally, it sought to strengthen ties and loyalty between distributors and the commercial team, fostering a stronger, more authentic brand perception.
With unique elements such as the slogan “Canarias in a bottle”, the setting of Tenerife, and the key ingredients of Macaronesian Gin (volcanic water, laurel forest, the Atlantic Ocean, and trade winds), we designed a one-of-a-kind immersive experience.
We built this around a cinematic narrative titled “Macaronesian Gin: In Search of the Hidden Essence.” Participants were drawn into an action-packed adventure where they had to recover the gin’s secret formula before a group of spies could steal it. Throughout the event, attendees interacted with actors from a renowned Spanish theater company, who portrayed characters such as scientists representing the key elements of the gin’s flavor profile.
This innovative blend of storytelling, theater, and interactive engagement created an unforgettable experience. Attendees didn’t just learn about the product—they lived and breathed the brand’s essence.
