Brand Belief creates cocktail Mixorama

Brand Belief is launching the first ever Mixorama event, a new integrated multi-brand, multi-discipline  grocery promotional campaign that is bringing together major spirits and liqueurs brands to engage with consumers and to help them to know and understand more about the wonderful world of cocktails – how to mix and how to enjoy them at home this summer!

Cocktails have traditionally been on-trade based, but economic pressure induced changes in consumer lifestyles have led to families to become more home-centric, leading to big increases in home-entertaining, with spirits and mixers associated with ‘at-home’ cocktails being a major beneficiary and now accounting for 13% of all spirit sales and growing YoY at +10%.

Mixorama features in-foyer cocktail sampling bars, which will bring mixology and retail theatre to the major multiples. The plan is to directly communicate with around 500,000 customers and engaging and sampling with 250k, during May/June 2013. Mixorama will be supported by a national and regional media and online campaign, plus social media activity on Twitter, Facebook and YouTube, as well promotions and trade support.