Behind the Mask: The Experience Strategy Behind a €260M Exit (Late)
What makes a drinks brand go from “nice bottle on the back bar” to the name everyone is talking about?
Events designer, PR consultant and freelance journalist Patrick McAleenan spent 12 years doing exactly that with Don Papa Rum, building and leading the brand’s global events vision, turning its ‘Sugarlandia’ platform into a living, breathing universe.
From the create-your-own Mask Parties in 20+ markets to Dinner of the Dons and Paths to Sugarlandia, Patrick’s concepts became must attend moments on the global drinks calendar, helping transform a niche Filipino rum into a €260 million success story and a benchmark for how powerful experiential work can be when it’s done with story, daring and consistency.
Who should attend:
- Experiential and events leads/designers
- Brand and creative strategists
- Storytellers
- Anyone designing drinks experiences
- How bold experiential bets can pay off
- The childhood creativity that inspired a global hit
- Unlocking the magic of a singular brand platform
- Untapped opportunities in the global drinks industry
About Patrick McAleenan
Patrick is an events designer, PR consultant and freelance journalist. He has spent more than 20 years helping brands and founders find their voice and claim space in the cultural and media conversation.
Through his consultancy, Jaw Dropping Ltd, Patrick blends events, PR and storytelling for drinks, luxury, fashion and culture brands while contributing regularly to national publications including The Times and The Telegraph.
Patrick is also Head of PR for the World Experience Organization.
How to watch this Campfire:
- Campfires are available for WXO members only
- To join the WXO, please head to our Application page
- The WXO is a global home for the leaders, shapers and doers in the Experience Economy
- As a member, you’ll get live access to Campfires like this one plus unlock an on demand library of over 100 Campfire recordings
Timings:
Campfire #2 is suitable for those in the US or Europe, but everyone is welcome! Here’s when we kick off in your time zone:
- London: 17:55 – 19:25
- Paris: 18:55 – 20:25
- Los Angeles: 09:55 – 11:25
- Santa Fe: 10:55 – 12:25
- Chicago: 11:55 – 13:25
- New York: 12:55 – 14:25
- São Paulo, Santiago & Buenos Aires: 13:55 – 15:25