Iconic vitamin and mineral brand Berocca is stepping into London’s nightlife scene—minus the alcohol. The brand has announced The Reset, a free, high-energy daytime party taking place at a secret location in Brixton on Saturday 7 February, designed to reframe how a new generation approaches socialising, wellness and energy.
Hosted in collaboration with immersive pop-up specialists Lab54, The Reset marks Berocca’s first major experiential event in the capital, blending underground music culture with a vibrant, wellness-focused twist.
Inside the Berocca Laboratory
Drawing inspiration from the effervescent energy of Berocca Orange and its wider flavour range, the event will transform the venue into a glowing, sensory-driven space known as the Berocca Laboratory. Guests will enter through a visually striking tunnel filled with bubbling test tubes, illuminated installations and bold colour moments, creating a playful fusion of science and club culture.
Soundtracking the afternoon will be a curated lineup of underground DJs spanning multiple genres, reinforcing the brand’s aim to deliver a high-impact party experience—without relying on alcohol.
A Sober Rave for a Wellness-First Generation
Central to The Reset is The Berocca Lab, an alcohol-free bar serving Berocca-themed mocktails designed to energise rather than deplete. The concept reflects growing research showing that Gen Z prioritises health and wellness over alcohol consumption more than previous generations, signalling a wider cultural shift in how young people choose to socialise.
Every attendee will also receive a curated goodie bag featuring exclusive Berocca merchandise and a selection of the brand’s vitamin and mineral supplements, reinforcing Berocca’s message of everyday energy support.
Berocca on Energy Beyond the Moment
Jeremy Payne, Europe North Marketing and Media Lead for Berocca at Bayer, explains the thinking behind the event:
“We want to remind people that our iconic food supplement products are not just here for one-off moments—we’re here to help support your healthy, balanced lifestyle for every day. Food supplements aren’t a recent fad. Berocca has understood the importance of energy support for decades, and we have the depth of expertise and formulations to be the go-to brand.”
Audrey Stiffle, Head of Partnerships at Lab54, adds:
“We wanted to challenge how global brands show up in nightlife. With Berocca, we’ve built an unexpected, sober rave experience that translates its benefits into something immersive, playful and genuinely relevant to a new generation.”
How to Attend Berocca’s “The Reset”
The Reset takes place on Saturday 7 February, from 2pm to 5pm, at a secret Brixton location.
Tickets are free but limited. You can register via The Vault, while further updates and announcements will be shared on Lab54’s Instagram.
