Squeeze, a fruit-based beverage brand under CV Prima Indonesia, introduced a new way to enjoy juice through its “Sip & Scratch” event, held at Analogue Listening Space on Sunday, June 29, 2025.
According to Karmelita Paula Costa, Head of Brand & Marketing at Squeeze, “Sip & Scratch” is a non-alcoholic party that merges music and art to champion a healthy lifestyle.
“We are trying to create a new trend where parties, typically held at night, are shifted to the morning and are entirely alcohol-free, featuring only juice,” she stated.
Recognizing this as a nascent trend, attracting the right market is crucial.
Thus, the event was also designed as a community gathering space—ranging from music enthusiasts and painters to cyclists—fostering an intimate and refreshing atmosphere.
The event also featured a creative juice bar, a live DJ set, painting workshops, and collaborative menus with Analogue.
Karmelita explained, as a brand active in the HORECA (Hotel, Restaurant, Cafe) sector since 1988, Squeeze is now expanding into the lifestyle and community sphere.
“We want to broaden the perception that Squeeze is not just an ingredient for professional kitchens, but also an integral part of a fresh and enjoyable creative lifestyle,” she said.
Through this event, Squeeze aims to demonstrate that an alcohol-free lifestyle can become a widely embraced trend across various demographics.
Attendees were invited to sample innovative drink creations like “Wake & Shake” (Espresso + Squeeze Orange Juice), “Strawcha Harmony” (Matcha Latte + Squeeze Strawberry Fruit Chunk), and “Frizzy Palette” (Passionfruit Syrup + Squeeze Lime Juice), all exclusively using Squeeze products without alcohol.
The event also featured a painting workshop with artist Eve Koss, themed “Transforming Your Favorite Song to a Painting.”
Sip & Scratch hosted approximately 80 curated guests from various communities and the HORECA industry, bridging the worlds of business and culture.
“We hope that this trend will be well-received and its community will grow, providing a space for people seeking a healthy lifestyle and stress relief,” Karmelita concluded.
