To locate the ideal launch venue, our Brand & Marketing Manager, Charlotte worked with the Brooklyn Gin Brand Ambassador, Jay Rivera to scope out the perfect venue. After a day visiting target bars in Central London, they identified The Electric Bar & Diner at The Ned Hotel in Bank as the ideal location. It’s American theme tied in perfectly with the brand’s New York roots, had the kudos to attract the crème de la crème of the UK bar scene and were already stocking Brooklyn Gin.
We used our relationships at The Ned to negotiate the best commercial deal for the event and worked closely with their bar team to develop a bespoke Brooklyn Gin cocktail menu which would be available for guests on the night. This drinks list was added to a Brooklyn Gin branded menu and distributed around our event space.
Our target audience for the event was existing Brooklyn Gin customers, previous stockists, influential bartenders and of course potential new customers who had previously shown an interest in Brooklyn Gin. This was because we wanted to reward existing friends and supporters of the brand as well as nurture new customers. To secure attendees, we set up a registration form on bbb’s website to collect RSVPs and briefed our on-trade sales team to invite key London bartenders to attend. This meant we were able to collect email addresses and follow up with personal emails to the attendees.
The key to delivering a successful event is meticulous project management. Lead by our experienced Brand & Marketing Manager, Charlotte, our key timings were mapped in our project management system and tracked through regular team meetings. This helped the team stay on track and everyone knew how the event would operate in the evening.
As guests arrived at the event, the team at The Electric Bar & Diner, mixed up their Brooklyn Gin cocktail of choice. Then Jay Rivera delivered a short welcome speech and introduced our “Brooklyn On Ice” marketing campaign washed down with Brooklyn Gin martinis, before guests settled down for an American themed three course feast.