Diageo is launching an on-trade campaign for its Ketel One Vodka brand this month.
Partnering with Metropolitan Pub Company, Living Ventures and Drake and Morgan, the campaign will see a range of POS and pop-up activity prominent in 100 outlets, including the flagship ‘Ketel One Vodka Kitchen’ at The Folly (Drake and Morgan).
This will incude interactive cocktail masterclasses, with consumers invited around the Dutch-style kitchen table to craft their own personalised Ketel One Bloody Mary and other kitchen-inspired serves.
Meanwhile, the partnership with Metropolitan will see menu and cocktail listings, Ketel One dummy bottles, chalkboards, and branded market crates on show, while bar tenders will compete to create the ultimate Ketel One Vodka Bloody Mary.
David Beatty Ketel One brand ambassador GB said: “A good Bloody Mary execution can differentiate you as an on-trade outlet as it’s one of the most complex cocktails invented and is hard to get ‘just right’. The liquid credentials of Ketel One combined with quality, market-fresh ingredients make it easier for bartenders and consumers alike to perfect. Our partnerships with Metro, Living Ventures and Drake and Morgan will enable us to further cement Ketel One Vodka as the perfect base for the Bloody Mary and help them to leverage the UK’s love for this timeless cocktail.”
There are plans to roll the campaign out across the wider trade later in 2015.
