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DTSTART;TZID=Europe/London:20260218T095500
DTEND;TZID=Europe/London:20260218T113000
DTSTAMP:20260407T140049
CREATED:20260217T094900Z
LAST-MODIFIED:20260217T102145Z
UID:47927-1771408500-1771414200@worldxo.org
SUMMARY:Behind the Mask: The Experience Strategy Behind a €260M Exit (Early)
DESCRIPTION:What makes a drinks brand go from “nice bottle on the back bar” to the name everyone is talking about? \nEvents 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. \nFrom 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. \nWho should attend: \n\n\nExperiential and events leads/designers\nBrand and creative strategists\nStorytellers\nAnyone designing drinks experiences\n\n\nWhat you’ll learn: \n\n\nHow bold experiential bets can pay off\nThe childhood creativity that inspired a global hit\nUnlocking the magic of a singular brand platform\nUntapped opportunities in the global drinks industry\n\n  \nAbout Patrick McAleenan \nPatrick 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. \nThrough 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. \nPatrick is also Head of PR for the World Experience Organization. \n  \n\n  \n\n \n  \n\n  \nHow to watch this Campfire:\n\nCampfires are available for WXO members only\nTo join the WXO\, please head to our Application page\nThe WXO is a global home for the leaders\, shapers and doers in the Experience Economy\nAs a member\, you’ll get live access to Campfires like this one plus unlock an on demand library of over 100 Campfire recordings\n\n  \n\n  \nTimings:\nCampfire #1 is suitable for those in the APAC region or Europe\, but everyone is welcome! Here’s when we kick off in your time zone: \n\nLondon: 9:55 – 11:25 (BST)\nParis: 10:55 – 12:25 (CEST)\nDubai: 12:55 – 14:25 (GST)\nMumbai: 14:25 – 15:55 (IST)\nShanghai / Singapore: 16:55 – 18:25 (CST/SGT)\nTokyo: 17:55 – 19:25 (JST)\nSydney: 18:55 – 20:25 (AEST)\nAuckland: 20:55 – 22:25 (NZST)
URL:https://worldxo.org/event/behind-the-mask-the-experience-strategy-behind-a-e260m-exit-early/
LOCATION:Zoom
CATEGORIES:WXO Campfire
ATTACH;FMTTYPE=image/png:https://worldxo.org/wp-content/uploads/2026/02/Patrick-McAleenan-early.png
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DTSTART;TZID=Europe/London:20260218T175500
DTEND;TZID=Europe/London:20260218T193000
DTSTAMP:20260407T140049
CREATED:20260217T095121Z
LAST-MODIFIED:20260217T095336Z
UID:47940-1771437300-1771443000@worldxo.org
SUMMARY:Behind the Mask: The Experience Strategy Behind a €260M Exit (Late)
DESCRIPTION:What makes a drinks brand go from “nice bottle on the back bar” to the name everyone is talking about? \nEvents 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. \nFrom 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. \nWho should attend: \n\n\nExperiential and events leads/designers\nBrand and creative strategists\nStorytellers\nAnyone designing drinks experiences\n\nWhat you’ll learn:\n\nHow bold experiential bets can pay off\nThe childhood creativity that inspired a global hit\nUnlocking the magic of a singular brand platform\nUntapped opportunities in the global drinks industry\n\n\nAbout Patrick McAleenan \nPatrick 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. \nThrough 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. \nPatrick is also Head of PR for the World Experience Organization. \n\n  \n\n  \n\n \n  \n\n  \nHow to watch this Campfire:\n\nCampfires are available for WXO members only\nTo join the WXO\, please head to our Application page\nThe WXO is a global home for the leaders\, shapers and doers in the Experience Economy\nAs a member\, you’ll get live access to Campfires like this one plus unlock an on demand library of over 100 Campfire recordings\n\n  \n\n  \nTimings:\nCampfire #2 is suitable for those in the US or Europe\, but everyone is welcome! Here’s when we kick off in your time zone: \n\nLondon: 17:55 – 19:25\nParis: 18:55 – 20:25\nLos Angeles: 09:55 – 11:25\nSanta Fe: 10:55 – 12:25\nChicago: 11:55 – 13:25\nNew York: 12:55 – 14:25\nSão Paulo\, Santiago & Buenos Aires: 13:55 – 15:25
URL:https://worldxo.org/event/behind-the-mask-the-experience-strategy-behind-a-e260m-exit-late/
LOCATION:Zoom
CATEGORIES:WXO Campfire
ATTACH;FMTTYPE=image/png:https://worldxo.org/wp-content/uploads/2026/02/Patrick-McAleenan-Late.png
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