Brand activations have a huge impact on positive brand health, with Smirnoff earning cult festival status year after year at Splendour in the Grass. This rite of passage club experience continues to deliver a massive cultural impact on Smirnoff nationally, sustaining for months after the festival.

Smirnoff and Splendour have been going steady for 14 years, with the iconic festival landmark ‘THE WILDS’ offering a progressive club culture and memorable day-to-night music programming. With a curated drinks experience to complement every festival moment, Smirnoff gained mass trial at the heart of a powerful brand experience.

Receiving over 53,000 visits over the festival, this two-story destination bar provides an environment for patrons to trial new Smirnoff products and share inclusive, selfie-friendly moments with friends.