Drink Rink

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

First, remove alcohol from the equation.
Then replace it with a glamorous Studio 54-inspired experience — disco glam, roller skating and electric atmosphere. Welcome to Drink Rink — the largest roller skating rink in the Balkans.

The formula was simple: 0% alcohol, 100% fun. In the heart of Sofia. Then add:

Bold digital and OOH teasers to spark intrigue.
An iconic centerpiece: a roller rink shaped as two zeros, turning Beefeater 0.0% into a cultural symbol.
A dynamic event program and influencer-driven storytelling to keep the experience highly shareable.

Blend it with strategic media partnerships and a month-long communication plan, and you get Drink Rink — a summer phenomenon that challenged perceptions of non-alcoholic beverages and delivered a lasting impact.

In July 2025, Drink Rink redefined summer fun in the capital. What began as a product launch evolved into a cultural moment. Through three phases — teaser, grand opening and sustained hype — we created the talk of the town, with influencer marketing as the primary engine driving visibility, credibility and engagement for an entire month.