This January, TRIP is launching a new partnership with Waitrose and The Alchemist bars to connect the grocery aisle with great hospitality in a first-of-its-kind nationwide activation.
Throughout the month, shoppers in 220 Waitrose stores can pick up a drinks bundle featuring TRIP alongside a choice of spirit alternatives from leading brands including Botivo, CleanCo, Pentire, and Sipsmith.
Each bundle includes a voucher for a complimentary TRIP mocktail at any of The Alchemist’s bars nationwide, extending the TRIP drinks experience beyond the aisle and into Out of Home.
Tapping into the continued rise of mindful drinking and the growing appetite for premium healthy soft drinks with functional benefits, the activation highlights the different ways TRIP fits into people’s lives, whether as a mindful drink on its own or as a premium mixer.
At The Alchemist, guests can choose from four limited-edition TRIP mocktails, each served with the bar’s signature theatrical touches. Every mocktail also comes with the chance to enter a prize draw to win four serves to recreate at home.
“Together, the partnership builds a powerful push-pull loop: pick TRIP up in-store, enjoy it at the bar, and discover new ways to drink mindfully
With 220 stores involved and The Alchemist bringing the limited edition drinks to bars nationwide, the collaboration reflects strong consumer interest and helps build visibility for the mindful drinking category.
Olivia Ferdi, TRIP founder, says: “This partnership shows what modern moderation really looks like: giving people ways to enjoy TRIP that fit naturally into their day, from the weekly shop to a night out. By bringing together retail and hospitality, we’re creating moments of discovery that make mindful choices feel effortless and exciting.”
Matthew Blake, soft drinks buyer at Waitrose, says: “We’re experiencing strong customer demand for premium soft drinks with added benefits. Our partnership with TRIP and The Alchemist enables Waitrose to connect this in-store trend directly with the elevated, experiential drinking moments our customers value.”
Jonathan Fraser-Prinn, director of Bars at The Alchemist, says: “We’re seeing a clear shift in how guests want to drink, and this collaboration reflects that evolution. Partnering with TRIP and Waitrose enables us to showcase mindful drinking in a way that feels premium, social and engaging, while helping to build visibility for the category both in-store and across our bars nationwide”.
