Tia Maria House Party gets set for feastival season with Sense
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Disaronno International UK (DIUK) is expanding its presence across UK festivals, taking its Tia Maria House Party to three festivals between May and August 2026.
Working with Sense, The Tia Maria House Party has been created to strengthen the brand’s connection with Gen Z and Millennial audiences through a nostalgic, music-led festival experience inspired by classic house parties.
Featuring immersive themed rooms, 360 DJ sets, interactive discoverable moments and playful giveaways, the activation is designed to drive authentic engagement while heroing Tia Maria’s signature Espresso Martini and reinforcing the brand’s long-standing links to music culture and nightlife.
Fitting the house party theme, there will be a kitchen bar, living room, utility space, bathroom and garden-style seating, all decked out with disco balls, glittery tassels and home comforts.
When designing the space, the team took inspiration from 90s club culture, retro house parties and contemporary festival references to create a natural extension of the festival environment. The Tia Maria House Party will act as a place for festivalgoers to gather and experience the brand in a way that feels organic to the music and the atmosphere around them.
At each festival Tia Maria will be giving away 1,000 Disco Bucket Hats and 300 exclusive Tia Maria Espresso Martini lip glosses.
Mercedes Venster, On-Trade Marketing Manager at Disaronno International UK, said:
“Festival-goers are more likely to try new drinks or samples, and this behaviour can have an impact in both the on and off trade. People are there to enjoy themselves, discover something new and share those moments with friends, which makes it the perfect setting for our brands and the direction we want to go in.
“With Tia Maria House Party, we’re creating a space that feels energetic, social and rooted in the Espresso Martini serve that the brand is known for. By blending music with live brand experiences, DIUK’s strategy focuses on building lasting connections with both demographics, as well as growing brand awareness and driving trial of different serves.
Diana White, Client Services Director, said: “Following a competitive pitch earlier this year, we’re proud to be partnering with the Disaronno International team on Tia Maria House Party – an activation designed around a clear behavioural insight from our HXLab that found younger audiences are using festivals as spaces for identity play, self-expression and social storytelling.
“Rather than creating a branded space that sits on the edge of the festival, we wanted to build something people could step into and make their own. By blending nostalgic house party cues, music-led experiences and highly shareable details, we’re helping Tia Maria connect with Gen Z and millennial festivalgoers in a way that feels natural, memorable and culturally relevant.”
The partnerships will be supported by an influencer strategy, alongside digital amplification and an artist partnership, further embedding Tia Maria within the cultural fabric of each festival.