Captive audienceWeighing up the commercial potential of camping-led products, Tom Khan-Lavin, CEO of drinks marketing firm YesMore, takes a realist’s perspective. “That kind of self-contained, zero-fuss functionality is built for camping,” Khan-Lavin said. Festival lifeAccording to Wonderworks’ Dexter, festival camping is where things become most interesting. Secondly, he added, festival camping is “heavily gatekept by pay-to-play sponsorship models.” Those drinks brands that actively cater to these needs could see their product become a favourite addition around the campfire.