Cocktail Showcase



Brief

Brief

Develop an intimate event for both Sydney and Melbourne to launch the new set of cocktail recipe cards to be displayed at Dan Murphy’s Cocktail Bays nationally. Hold an event to launch these new recipes and bring cocktails to life for their customers.

Strategy

Strategy

Create an educational and theatrical cocktail experience for a small selection of My Dan Murphy’s members, highlighting six cocktail recipes.

Execution

Execution

We took a different approach to the Cocktail showcases and executed Sydney in a cocktail bar and Melbourne in a beautiful nursery. The events featured six cocktails from the new recipe cards and paired them with small but substantial dishes. We invited an ambassador to talk through and demonstrate each cocktail as guests tasted them.

Results

Results

The events sold out in both states and allowed Dan Murphy’s to both highlight their cocktail bays within their stores, and launch their Summer recipe cards. The Cocktail showcases were a first for Dan Murphy’s and introduced a new category within their showcases as well as build rapport with both existing and prospective customers.