- Shaping global drinks culture working with Diageo, Moët Hennessy, Bacardi and Red Bull
- Global expansion with a new Paris office opening
- Launch of Spark Lab complimentary support for emerging drinks and hospitality brands
Sweet&Chilli, the global creative agency, proudly celebrates its 21st anniversary. With offices in London, New York, Sydney, Los Angeles, São Paulo, and Paris, the agency has been at the forefront of drinks culture and brand experiences. Known for connecting brands with consumers through immersive and impactful interactions, Sweet&Chilli continues to redefine the global drinks landscape. Over the past 21 years, the agency has set industry standards in brand marketing and advocacy, and today it builds on that legacy with innovative and dynamic approaches that keep it ahead of the curve.
Founded 21 years ago by industry pioneer Allan Gage, Sweet&Chilli began as a collective of drinks talent in London, evolving over two decades into an international agency specialising in drinks strategy, trade advocacy, and brand experience. In 2005, Emma Hutchison joined forces with Allan Gage, becoming an integral part of Sweet&Chilli. Now serving as Executive Creative Director, Emma leads the agency’s global brand, nurturing a culture of creativity and innovation within S&C’s diverse and dynamic talent pool.
Sweet&Chilli has since grown from its London-based origins to become a globally recognised agency, with the Paris division, the agency’s latest addition, having opened in 2024. With unparalleled insight into the drinks industry, the agency crafts strategies and campaigns for some of the world’s biggest drinks brands, including Red Bull, Johnnie Walker, Asahi, Smirnoff, Bacardi, Patron, Tanqueray and Peroni with recent work including the Victoria Beckham Show for Paris Fashion Week with Don Julio, ‘Do What Moves You’ campaign with Bacardi or the creation of a VIP immersive experience, the Red Bull Soapbox.
As part of their core offerings, Sweet&Chilli provides Sweet&Chilli Studio for bespoke content production and Sweet&Chilli Events for high-impact event production and catering. With an experienced global team, Sweet&Chilli continues to lead through its unique blend of creative insight and deep industry expertise.
Sweet&Chilli Spark Lab
In celebration of its 21st anniversary, Sweet&Chilli will launch in January 2025 Spark Lab, an initiative designed to support drinks and hospitality brands.
Empowering Hospitality Innovation:
- Creative, Strategic, Production resources available depending on the winning idea
- How it works:
- Individuals & new-to-market brands (under two years old), offering them essential resources and expertise to turn standout concepts into memorable, buzz-worthy experiences
- 3-5 day workshop
- Selected one idea from pitch process, UK only for the first year
- Entry via a short pitch video; Interview of Top 5; One winner chosen
- How to apply – applications open from January 2025 www.sweetandchilli.com/sparklab
Brands and venues can apply by submitting a 1-3 minute video pitch outlining their vision via the Sweet&Chilli website (sweetandchilli.com). This exciting new project reaffirms Sweet&Chilli’s commitment to nurturing creativity and driving innovation in the industry.
Allan Gage, Co-Founder of Sweet&Chilli:
What began as a side hustle in 2003 has evolved into a global drinks agency with a presence in four continents. Sweet&Chilli’s 21st anniversary is a testament to the power of creativity, determination, and staying connected to the pulse of the hospitality world. We’re immensely proud of the journey so far and excited for the innovative paths still ahead.
Emma Hutchison, Co-Founder & Executive Creative Director of Sweet&Chilli:
Spark Lab is a celebration of originality and community. By offering free workshops to the hospitality industry, we’re not only fostering creativity but also honouring the collaborative spirit that has been central to Sweet&Chilli’s success for 21 years. It’s about shaping the future while giving back to the industry that’s shaped us.
For any queries and further commentary please contact sweetandchilli@bacchus.agency
The post Sweet&Chilli Celebrates 21 Years of Shaping Global Drinks Culture appeared first on Bar Magazine.
