Best known for their industry leading Cognacs, Rémy Cointreau asked Soho to develop a strategy to educate consumers nationally on their world-class portfolio of white spirits including The Botanist Gin, Mount Gay Rum, and Cointreau.
Tapping into Millennials’ love for DIY entertaining and proclivity toward knowledge as social currency, we developed The Art of the Mix Cocktail Studio. Launched just prior to the holiday season, the series was designed to educate groups on elevating the cocktail experience with a few at-home bar essentials including Cointreau.
We popped up in four home-entertaining hot spots including NYC, LA, Dallas, and Miami. Aspiring “hosts-with-the-most” and lifestyle media members explored immersive branded sets, then embarked on a guided mixology session where they gained the tools and confidence to create and share elevated cocktails at home.
Post-event communication included an AR plug-in that encouraged guests to recreate their in-event experience in their own kitchen. Not only did we position our craft spirits as leaders in the at-home mixology space, we reinforced Cointreau as an essential part of the complete home bar.