Edinburgh Gin is Helping Turn Cupboard Ingredients into Cocktails
Grace Mahas — April 23, 2020 — Marketing
References: edinburghgin & facebook
To help people concoct premium cocktails at home during social distancing, Edinburg Gin launched the Cocktails from the Cupboard series. The the gin brand asked fans to share ingredients from their own fridge, pantry, drinks cupboard, or fruit bowl – following which, a master mixologist will turn them into a bespoke cocktail recipe to enjoy.
Each week, fifty people will be chosen to receive recipes and the five best drinks will feature in a ‘how-to’ video roundup, avaialble on Edinburgh Gin’s Instagram and Facebook pages the following Friday. Participate also have a chance to win some branded Edinburgh Gin goodies. To take part, fans can either comment on Edinburgh Gin’s Instagram and Facebook pages, or post a picture of ingredients using the hashtag #CupboardCocktail.
Image Credit: Edinburgh Gin
Each week, fifty people will be chosen to receive recipes and the five best drinks will feature in a ‘how-to’ video roundup, avaialble on Edinburgh Gin’s Instagram and Facebook pages the following Friday. Participate also have a chance to win some branded Edinburgh Gin goodies. To take part, fans can either comment on Edinburgh Gin’s Instagram and Facebook pages, or post a picture of ingredients using the hashtag #CupboardCocktail.
Image Credit: Edinburgh Gin
Trend Themes
1. Home Mixology Craze - DIY cocktail-making trend at home is gaining popularity, providing opportunities for brands to engage with consumers by offering unique recipes and experiences.
2. Ingredient-driven Cocktails - Creating cocktails based on ingredients available in the cupboard or fridge promotes resourcefulness and sustainability, allowing mixologists to innovate and experiment.
3. Virtual Cocktail Experiences - Online platforms and social media channels offer the opportunity to share cocktail recipes, tutorials, and experiences, creating a virtual community of cocktail enthusiasts.
Industry Implications
1. Alcoholic Beverage - The alcohol and spirits industry can capitalize on the trend by creating innovative products and experiences that cater to home mixology enthusiasts.
2. Food and Beverage - Restaurants, bars, and catering companies can tap into the trend by offering at-home cocktail kits or virtual mixology classes.
3. Social Media and Digital Marketing - The social media industry can benefit from the trend by providing platforms for content creation, sharing, and engagement, as well as targeted advertising for home cocktail enthusiasts.
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