Peak Summer: How the mood drink rose to ascension
Founded by visionaries Ben Whales and Louie Syred, Peak has redefined beverage branding. What sets Peak apart is not just its drinks, but also its strategy of tapping into the heart of London's creativity. This article delves into how Peak, armed with natural nootropics and a fresh approach, is taking over the city's creative scene. From exclusive partnerships to collaborative ventures with renowned artists, Peak is no longer just a drink but a respected player in the scene.
During the summer, Peak orchestrated a launch that echoed far beyond the clinks of cans. By first teaming up with Slawn's BeauBeaus cafe, they created a sense of exclusivity and mystery behind the drink. This continued at the Flannels x Slawn event, where Peak's beverages became the toast of an exclusive gathering, solidifying its presence in London's social and creative spheres.
Peak next joined forces with influential London-based arts magazine, Dazed. The result? A custom Peak mood room at the Dazed Summer party that served as a canvas for the imagination of acclaimed artists Reuben Dangoor and Slawn.
A few days after the Dazed Summer party, Peak opened a popup during Notting Hill Carnival and tapped none other than FDfromthefuture for its launch.
The unveiling of Peak's first-ever advert on August 24th marked a pivotal moment, featuring not only the brand but also a curated ensemble of talent, including Slawn, Teoni, and rising musician Kirbs. This fusion of creative energies propelled Peak into the limelight, capturing the attention of a diverse audience. Beyond the screen, Peak aligned itself with even more major cultural events, supplying beverages for Jorja Smith's album launch, Ksubi, and even Dr. Martens. Each carefully curated partnership solidified Peak's status and brand salience.
Over the past four months, Peak has strategically expanded its footprint across London, transcending the realm of exclusivity to reach the everyday consumer. Venturing beyond niche spaces, the brand found its place on the shelves of various corner shops around the city. This marked not just a distribution strategy but a democratization of Peak's unique mood drinks, making the once-exclusive beverage accessible to a broader audience and taking the power away from big chain supermarkets and cafes.
Through strategic partnerships, unique events, and a commitment to enhancing moods naturally, Peak has successfully positioned itself at the heart of London's creative pulse, standing as a testament to the power of creative collaboration, reaching not just the artists and talents, but resonating with the everyday Londoner. As we look to the future, one thing is certain: Peak shows no signs of slowing down