Bastion has launched a new arm of its business specialising on brand management, event activations for the beverages sector.
By providing comprehensive end-to-end solutions for beverage brands through a unified, industry-leading team, Bastion said 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.
It will leverage the support of Bastion’s existing events division and creative team to ensure consumers can navigate activations seamlessly, with each touchpoint thoughtfully designed to enhance the overall experience across strategy, trade advocacy and brand engagement. The agency group added the expansion allows it to extend its 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 O’Neil.
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.
