Belvedere Club Dirty Brew: Pop-Up Bar Activation at Manhattan West

National Coffee Day · September 29, 2026 · Manhattan West Plaza, New York
Agency: LaForce, for Belvedere Vodka (Moët Hennessy) · Design, fabrication, permitting, liquor, food, staffing, security, photo and video by NVS Visuals.

To launch Belvedere Dirty Brew, its coffee-infused vodka, Belvedere and the agency LaForce took over Manhattan West Plaza on National Coffee Day with Club Dirty Brew: an open-air pop-up bar and coffee club built around a custom bar truck. NVS Visuals designed the whole brand activation and delivered every part of it in-house, from permits and the liquor license to the truck build, the drinks, the food, the furniture, the DJ and the security team.

The challenge

A one-day spirits launch on a busy public plaza is one of the hardest pop-ups to pull off. This one had to:

• Serve alcohol legally in a public space, with age checks and security
• Get permits and venue approvals from Manhattan West for a truck, a bar and a full event footprint
• Serve food and drinks at volume to a walk-up crowd, not a guest list
• Look like a luxury spirits brand, built to Belvedere’s black-and-gold Dirty Brew identity
• Load in, run and strike in a single day without disrupting the plaza

Most agencies would split this across a fabricator, a vehicle vendor, a licensed bar company, a caterer, a furniture rental house, a DJ company, a security firm and a production crew. LaForce had one partner for all of it.

How we solved it

Permitting and liquor. We handled permitting and venue approvals with Manhattan West, and served every drink under NVS’s own liquor license, so there was no outside bar company to book, brief or insure.

Drink development and tasting. We developed the cocktail menu around Dirty Brew, including a flavored foam topped with a printed Club Dirty Brew logo, and hosted a tasting for LaForce and the Moët Hennessy team to approve the drinks before the event.

Food service. We ran food service on site, with baked goods from L’Appartement served from a Belvedere-branded cart.

The bar truck. The centerpiece was our Kurbmaster, finished in matte black with oversized 3D gold Club Dirty Brew lettering and drip elements running down the body. Inside, we built out the bar with lit shelving, a neon logo and a service window sized for a steady line.

Photo moments and lounge. A gold mirror wall, a walk-in photo booth filled with oversized gold coffee beans, a neon sign wall and a custom DJ booth with full DJ equipment gave guests something to shoot at every turn. We installed carpet across the footprint, rented and styled the lounge furniture and produced all the signage.

Photo and video. Our own crew shot the photos and video on this page.

Liquor brand activations: built for spirits, wine and beer brands

See how we run liquor brand activations and pop-up bars for spirits, wine and beer brands.
Alcohol is where most pop-ups get complicated, and it is where NVS is built to help. If you are planning a spirits launch, a sampling tour or a pop-up bar in New York, we cover the parts other vendors hand off:

• Our own liquor license, so we serve the drinks ourselves
• Cocktail and menu development, with tastings for the brand and agency before the event
• A licensed commissary kitchen and our own restaurant for food prep and service
• Permits for plazas, streets and private venues
• Bar trucks and mobile bars from our own fleet, plus pop-up bars built in our shop
• Bar staff, brand ambassadors and security with age checks

More food and drink activations: Lipton iced-tea sampling truck, Pure Leaf × The Cut mocktail truck, Grayscale × Citroën espresso truck, Under Armour coffee truck, Danhausen custom popsicles for ESPN × WWE, Nathan’s at Yankee Stadium, KFC Sundays restaurant takeover and the Jo Malone ice cream hut. See culinary and beverage development.

A pop-up bar that moves

Because the bar is built into a truck, Club Dirty Brew is a format a brand can take anywhere: a plaza, a festival, a stadium lot or a street fair. It is the same approach we use for experiential vehicles and pop-up fabrication: one team designs, builds, permits and runs it.

Belvedere Pop-Up Bar Activation – Provided Services

Design & Fabrication

• Full activation design and layout
• Branded Kurbmaster bar truck with 3D gold drip lettering and interior bar build-out
• 3D logos and neon signs
• Gold mirror wall and walk-in photo booth with oversized gold coffee beans
• Custom DJ booth and Belvedere-branded cart

Graphics & Signage

• All event signage and wayfinding
• Vehicle graphics and branded finishes

Permits, Liquor & Food

• Permitting and venue approvals at Manhattan West
• Drinks served under NVS’s own liquor license
• Cocktail development, including flavored foam with a printed logo
• Tasting for LaForce and Moët Hennessy
• Food service with baked goods from L’Appartement

Event Production

• Furniture rental, carpet installation and interior setup
• DJ equipment
• Security
• Load-in, event day and strike
• Photo and video production

Read the full story in the Belvedere Club Dirty Brew case study.