Alcohol brands are experts at positioning themselves as entertainment brands, often partnering with glamorous events. FRUKT’s continuing partnership with Tia Maria will be celebrated with an evolution of last year’s Music Room experiential platform.

This year, the Tia Maria Dark Room will focus on style, beauty and music and will emulate a girl’s night out. This kind of experience can be very effective at creating brand engagement, positioning Tia Maria as part of the exciting night out experience.

Will Thompson, senior brand manager of Tia Maria says, “The Tia Maria Music Room encapsulated perfectly what the brand is all about - great cocktails, stylish and amazing music. We're really looking forward to unveiling the 2014 campaign with FRUKT".

The events will take place in four central city locations across the UK. Radio presenter Gemma Cairney will provide party soundtracks, and East London nail boutique WAH nails and Toni & Guy hair stylists will also be on board providing complimentary manicures and hair treatments.