Global creative drinks agency Sweet&Chilli has launched Spark Lab, a free initiative designed to help emerging drinks and hospitality brands navigate the challenges facing the industry. With rising costs, venue closures, and legislative hurdles affecting producers and businesses, Spark Lab offers a unique opportunity for smaller and new brands to access expert resources and professional support.
Celebrating its 21st anniversary this year, Sweet&Chilli has built a strong reputation, working with global brands such as Diageo, Moët Hennessy, and Bacardi. Now, the agency is leveraging its industry experience to give back by offering a free annual workshop focused on fostering growth for nascent businesses.
How Spark Lab Works
Spark Lab is specifically tailored for brands and individuals under two years old. Participants are invited to pitch their ideas through a short video submission. Five finalists will then be selected for interviews, with one winner chosen to attend a three- to five-day workshop.
The winning brand will receive strategic, creative, and production support from Sweet&Chilli, helping them refine their concept into a compelling brand experience. This year, applications are open exclusively to UK-based brands, with plans for global expansion in the future.
Emma Hutchinson, co-founder of Sweet&Chilli, explained, “It’s a condensed version of the work we do for our larger clients. We bring our team together to take a brand idea and turn it into a reality over the course of three to five days.”
Addressing Industry Struggles
The launch of Spark Lab comes as the drinks and hospitality sectors face a difficult economic landscape. Amid challenges such as rising packaging fees and increasing pub closures, initiatives like The Drinks Trust’s £1 million support campaign and ongoing struggles in the whisky market highlight the industry’s ongoing difficulties.
Hutchinson emphasized Sweet&Chilli’s commitment to supporting the drinks industry as a whole. “It’s our job to make sure the brands we work with are positively impacting the drinks industry,” she said. “I’m proud to be working not only with some of the best drinks brands but also with the wider hospitality industry.”
Applications for Spark Lab are now open. Aspiring brands can submit a 1-3 minute video pitch through Sweet&Chilli’s website to apply for the opportunity.
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