The Beaufort Bar at the Savoy Sent Its Bar Menu Into Space
Rahul Kalvapalle — May 7, 2015 — Marketing
References: fairmont & barmagazine
The Beaufort Bar at the Savoy in London has long been celebrated for pushing the boundaries of cocktail-making, and it has now also pushed the boundaries of promotional marketing by sending its menu into space. The bar became the first to have its menu sent to an altitude of 36 kilometers above the earth's surface in a balloon with the help of self-explanatory service Sentintospace.com.
The limited-edition cocktail menu was unveiled last year and includes pop-up illustrations for cocktails crafted by head bartender Chris Moore. The artwork was designed by illustrator and paper engineer Helen Friel in collaboration with Barcardi Brown-Forman Brands.
Prior to being sent into space, the Beaufort Bar's menu was sent into each of the seven continents. This promotional venture shows that for the Beaufort Bar, even the sky isn't the limit.
The limited-edition cocktail menu was unveiled last year and includes pop-up illustrations for cocktails crafted by head bartender Chris Moore. The artwork was designed by illustrator and paper engineer Helen Friel in collaboration with Barcardi Brown-Forman Brands.
Prior to being sent into space, the Beaufort Bar's menu was sent into each of the seven continents. This promotional venture shows that for the Beaufort Bar, even the sky isn't the limit.
Trend Themes
1. Promotional Marketing - Using unconventional methods like sending menus into space can attract attention and engage customers in unique ways.
2. Limited-edition Menus - Creating exclusive and visually appealing menus can generate excitement and create a sense of exclusivity for customers.
3. Collaborative Artwork - Partnering with artists and illustrators to design menu artwork can enhance the overall dining experience and create a memorable brand image.
Industry Implications
1. Hospitality - Hotels, bars, and restaurants can explore innovative promotional tactics like sending menus into space to attract customers and differentiate themselves in a competitive industry.
2. Beverage - Beverage companies, especially those in the alcohol industry, can leverage limited-edition menus as a marketing strategy to increase brand awareness and drive sales.
3. Art and Design - Artists, illustrators, and designers can collaborate with businesses in the hospitality industry to create unique and visually appealing menu designs, offering disruptive innovation opportunities.
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