In order to address consumers’ perception of vodka as a ‘tasteless’ spirit, APR worked with GREY GOOSE to promote a series of cocktail master classes called Taste By Appointment hosted by some of the country’s best-known tastemakers including The Gilbert Scott’s Marcus Wareing, Nobu’s Nobuyuki Matsuhisa and Hawksmoor’s Richard Turner in top venues across London, Manchester and Edinburgh.
Extensive print, online and broadcast coverage was generated via a series of exclusive media introductions to the Taste by Appointment concept. A series of advertorials featuring the Tastemaker hosts were developed to communicate the Taste by Appointment concept. Third party media, gastronomy and mixology opinion formers were invited to attend sessions and encouraged to spread the word about TBA via their social media.
The combination of editorial, advertorial and third party social media coverage resulted in more than 220 tickets sales at £75 – £150 each, in addition to building brand awareness and GREY GOOSE quality messaging.