With just a few days to go before the start of a new season of Max and HBO's hit series The White Lotus, Ketel One and Tanqueray Gin joined forces for a collaboration that shares series-inspired cocktails like 'The White Lotus Vesper Martini.'
The White Lotus Vesper Martini is prepared by adding Ketel One Vodka and Tanqueray London Dry Gin in a cocktail shaker with French white wine aperitif, plus a bar spoon or a teaspoon of lychee liqueur and butterfly pea tea.
Together, Ketel One Vodka and Tanqueray gin are also giving adult fans the chance to win a trip to a luxury hotel in Thailand and attend watch parties with branded kits at bars in select markets for an immersive experience reminiscent of the show.
Series-Inspired Cocktails
Ketel One & Tanqueray Gin Teamed Up on The White Lotus Vesper Martini
Trend Themes
1. Series-inspired Beverage Experiences - The collaboration between Ketel One and Tanqueray Gin exemplifies a trend where beverage brands create drinks tied to popular media to engage consumers on a cultural level.
2. Media-driven Collaboration Marketing - Brands are increasingly partnering with popular TV series to craft bespoke products and experiences, leveraging media fandom to boost brand engagement.
3. Immersive Brand Activations - Giving fans a tangible experience through themed watch parties and travel contests reflects a trend of creating memorable, immersive brand engagements beyond traditional advertising.
Industry Implications
1. Alcoholic Beverage Industry - The alcoholic beverage industry is exploring new consumer engagement strategies by connecting products with popular media narratives.
2. Hospitality and Tourism Industry - Collaboration-driven contests and experiences are transforming the hospitality and tourism industry by offering themed vacation packages.
3. Entertainment and Media Industry - The entertainment and media industry is innovating cross-promotional opportunities with beverage brands to enhance viewer engagement and loyalty.