Drink Rink

What’s the perfect recipe for turning an alcohol-free gin launch to an unforgettable summer memory – and driving +394% sales vs. plan in a market where non-alcoholic options are perceived as a compromise?

First, you remove alcohol from the equation.

Then, you replace it with experience.

The proportion is simple – 0% alcohol, 100% fun. Right in the heart of Sofia. Then add:

A layer of intrigue with bold digital and OOH teasers.

A visually iconic centerpiece: roller skating rink shaped like 2 zeros, turning Beefeater 0.0% in an unmistakable cultural symbol.

A dynamic event program and influencer-driven storytelling to keep the experience irresistibly shareable.

Blend it all with strategic media partnerships and an extensive month-long communication plan, and you get Drink Rink – a summer phenomenon that challenged cultural perceptions and delivered an unforgettable experience.

In July 2025, Drink Rink redefined summer fun in the capital. What began as a product introduction quickly evolved into a cultural moment. Through 3 dynamic phases – the captivating teaser, the grand opening and post-launch hype, we created a campaign that became the talk of town. And the overwhelming demand for Drink Rink’s return confirms that.

Welcome to the story of Drink Rink – the largest roller skating rink in the Balkans!