Stir PR was briefed by Woodford Reserve to deliver an experiential event that built on the success of last year’s The Art of the Old Fashioned pop up. The event was to take place during 2016’s London Cocktail Week and was to engage the on trade, as well as target consumers.
Stir knew that the ‘pop up’ scene was becoming crowded with another appearing in London every week – particularly during London Cocktail Week – when likeminded brands would be fighting for share of voice. Stir knew this pop up had to have a special element and look to engage the target consumer beyond that evening.
Stir came up with ‘The Woodford Alliance’, a pop up twinning three of London’s finest bars with the best of New York, Stockholm and Amsterdam. Working with events partner Disappearing Dining Club, Stir created an experience that took the best elements of each bar to one location for one night. Three bartenders from each partner bar made drinks from a bespoke menu each night whilst props and music changed to reflect each partner bar, meaning every night was completely unique.
Stir engaged six of the finest bars in the world, including London’s Nightjar, The Punch Room and The Peg + Patriot, alongside Stockholm’s Little Quarter, Suffolk Arms of New York and Amsterdam’s The Tailor. Approximately 600 consumers attended the pop up across the three nights with 1500 drinks being sold. The event was billed as one of the main players of the London Cocktail Week calendar and appeared in 35 pieces of press coverage – including articles in the Metro, The Evening Standard, TimeOut and The Nudge. Socially, over 100 posts used the hashtag #TheWoodfordAlliance, while a competition placed with The Nudge had over 800 entries.