Beam Global Spirits & Wine was the sponsor of Expo Night Club & Bar. When they brief us about this project, we encourage our client to go beyond and really create a multi brand experience. Long story short, we create
a School of Mixology, together with Junior Merino we created 4 unique mixes to promote the program.
Junior went on tour on a 16-wheeler built up to be an academy for bar tenders. The truck visited 8 cities in Mexico, where 30 bar tenders per city from the best restaurants and bars learned the secrets of Mixology.
We selected 3 winners from each city who participated on a final round at the expo and the winners were awarded with 10,000 dlls in prices.
Project: School of Mixology was an idea created by Beam Global Spirits & Wine and leaded by Junior Merino,
a master in molecular cocktail creation.
a master in molecular cocktail creation.
Solution: We create Alchemix, a Mixology contest that involve the best bartenders around Mexican Republic. We adapt a trailer into a bar tender classroom, so bartenders can take lessons with Junior Merino, and the best cocktails and bartenders were selected to compete in a final round at Expo Night Club & Bar.
We also encourage all the Bar tender owners to support their bartenders, so they’ve got involved in our program and we create better relations with on premise channel.
