The sun’s out, the wellies are on (just in case) and the music is thumping in the distance. But beyond the music, glitter and endless queuing for the main stage, there’s another star of the summer festival season: the food and drink.
Music festivals have evolved far beyond warm lager and greasy burgers. These days, they’re cultural tastemakers in their own right — serving up drinks that dominate Instagram feeds, plates that rival any city street food scene and brand experiences that leave festival-goers talking long after the headliners finish.
In fact, 61% of UK festival-goers say the food and drink on offer is an important factor when choosing which festivals to attend. From Aperol Spritz to edible glitter cocktails, here’s how summer gigs are shaping what we eat and drink.
The Iconic Festival Drinks
It’s hard to miss that bright orange glow — Aperol Spritz has gone from European piazzas to becoming the unofficial drink of the UK summer. Light, photogenic and perfect for sipping from a recyclable cup while swaying to your favourite band.
But Aperol isn’t the only player. Festivals have become a proving ground for drinks brands looking to win over a younger, more adventurous audience. Canned cocktails and hard seltzers are now staples, offering portability without sacrificing style. Even kombucha is making its way into festival coolers, bringing a health-conscious twist to the party.
Plant-Based Takes Centre Stage
It wasn’t long ago that vegan festival-goers would settle for chips or a falafel wrap. Not anymore. Plant-based has gone mainstream, with vendors offering everything from Beyond Meat burgers to loaded vegan fries and oat milk iced lattes.
And it’s not just about catering to dietary needs — The Vegan Society reports that plant-based options at events have grown by 280% in the past five years. This reflects a wider shift towards sustainability, which is a core value for many festival crowds. When your audience is eco-conscious and socially aware, serving plant-based options isn’t just good ethics, it’s good business.
Brand Activations That Hit the Right Note
Festivals are a playground for creativity, where the competition for attention is fierce and fleeting — you’ve got mere seconds to catch the eye of someone walking between stages. The brands that win are building immersive worlds that make people stop, stay and share.
Take the Pimm’s bus at Boogietown, for example — complete with oversized deckchairs, upstairs seating, and beautiful floral arrangements that turned it into an unmissable photo spot for fans of one of the UK’s favourite tipples.
Similarly, White Claw introduced the “Shore Club” activation at British Summer Time, offering attendees a beach club experience complete with a raised viewing area and a four-dimensional wave experience. This immersive setup allowed festival-goers to enjoy the brand in a unique setting, aligning with White Claw’s image as a lifestyle brand.
McDonald’s brought its iconic Chicken McNuggets to Reading Festival, featuring interactive elements like an upside-down 360° video booth for social media moments. Part of a wider UK festival strategy, the activation used free food and experiences to boost brand visibility and engage younger audiences.
Festivals as Test Kitchens
One of the most interesting trends is how festivals are being used to trial new flavours and formats. A limited-edition menu item can be tested on thousands of open-minded attendees in a single weekend, with real-time feedback.
With 44% of festival goers purchasing drinks they haven’t tried before at festivals, it’s a low-risk way for brands to gauge reaction before rolling out a product nationwide — and if it catches on, the buzz often follows festival-goers home, straight to the supermarket shelves.
From Muddy Fields to Mainstream
Music festivals aren’t just a stage for bands — they’re a stage for brands. The food and drink trends born in those muddy fields and sunny arenas often find their way into mainstream culture before the summer is even over.
The influence of festival culture is shaping what we eat, drink, and share. For brands, it’s a chance to be part of that story — and for PRs, it’s the perfect playground for creative, memorable campaigns.
Want to read more about sampling as a marketing strategy? Check out our blog on The Power of Sampling Activations.
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Sources
Blog Cover Image: ChrisBucanac/istockphoto.com
https://www.aperol.com/en-gb/blog/aperol-getting-fesitval-ready-with-aperol-spritz
