Woodford Reserve Old Fashioneds.

Employing bartenders as KOLs to educate consumers

Objective: Support drive for growth in sales and market share within UK.

Although on trade advocacy for Woodford Reserve was high, there was a need to heighten awareness and appreciation for the brand amongst consumers.

Insight:

The popularity of Mad Men propelled the Old Fashioned cocktail into the hands of our target audience, making Bourbon ‘cool’ again.

Stirring emotion:

Playing into the target audience’s love of being ‘in the know’, make them feel special via a unique and exclusive experience.

Solution:

Sixteen of the UK’s best bars brought together to create the Art of the Old Fashioned – a week long pop up in East London during London Cocktail Week. Heroing an already popular serve, refashioned takes on the serve were enjoyed by consumers and press, alongside immersive masterclasses.

Output

30

Pieces of coverage, from listings to full event preview features.

Outtake

1.2k

Old Fashioned cocktails drunk by 800 consumers, with 120 attending masterclasses.

Output

32%

Year on year brand growth, supported only by PR.