There are moments when a brand stops communicating and begins to connect. In a context such as Christmas, where activations tend towards overexposure, the challenge for Seagram’s Gin was to create a gathering that felt real, intimate and aligned with its universe. Beyond generating visibility, the objective was to strengthen the bond with its closest community, creating a space to celebrate, share and express the brand from a more emotional and authentic perspective.

Fabra Comunicación conceived the experience as a private gathering, moving away from traditional formats, where context became the defining element. We selected a discreet venue such as Club Matador, a members-only space that allowed for the creation of an atmosphere aligned with the brand’s codes. The dinner brought together a carefully curated group of ambassadors and talents, including Ana Fernández, Juan Betancourt, Beltrán Lozano and Álex Sánchez de Mora, among others, in a setting designed with attention to every detail. The ambience, inspired by 1990s New York aesthetics, combined cinematic references, jazz music and a cocktail proposal centred around Seagram’s, building a narrative in which the product was naturally integrated into the experience.

The result was an activation with strong organic impact, fully aligned with the brand’s positioning, generating content rooted in authenticity and genuine affinity with the profiles involved. The experience led to more than 30 posts and reels, reaching an audience of close to 2 million users and generating an Earned Media Value of approximately €100,000. Beyond the figures, the true value lay in the quality of the encounter: a conversation built on proximity, strengthening relationships with ambassadors and consolidating the brand’s presence within a more experiential, selective and identity-driven territory.