Trade Commission of Peru
Turning Peruvian Pisco into the toast of the country
We created the ‘Aussie Chilcano’ Cocktail Competition.
The challenge: Peruvian Pisco is a much-loved spirit in South America and favoured by elite mixologists around the world. However, it’s relatively unknown in Australian bars and is therefore rarely a drink of choice around the country. Mix in the fact that more Aussies are drinking at home than ever before due to the pandemic, and you’ve got an environment that doesn’t really allow for the ‘spirit of Peru’ to thrive. Our challenge from the Trade Commission of Peru was to share the greatness of Peruvian Pisco throughout the country.
The idea: Because fewer Aussies are drinking in bars, fewer bartenders are working in them. We wanted to come up with an idea that would not only turn Pisco into the toast of Australia, but would capitalize on more millennial cocktail drinkers experimenting with drinks at home and help Aussie bartenders whilst doing so. And so we created the ‘Aussie Chilcano’ Cocktail Competition.
The solution: We asked bartenders and mixologists to submit an original ‘Aussie Chilcano’ cocktail recipe that featured Pisco and was enhanced by a quintessential Aussie ingredient. The entrants needed to submit a photo of the cocktail and a video of them making it to be in the running to win $1,500 and 24 bottles of Pisco.
As an added motivation, this competition could also raise the profile of up-and-coming bartenders in the local bar scene, and help them find new consulting work or commercial partnerships. We used trade media outreach, venue flyer drops, and direct contact with the top bars to drive awareness among these drink-making experts.
Making it extraordinary: The Fresh Market Tour provided an authentic market feel that gave 800,000 visitors a chance to see, and taste Australia’s freshest, in-season produce, direct from the farmers themselves. Along with all other traditional RES experiences like whip-cracking, wood chopping and a hunt for the country’s most delicious fruit cake, it helped to celebrate both the community and the crucial role that Woolworths plays in supporting the agricultural industry.
The ingredients that resulted in this record-breaking RES success: a focus on smarter sponsorships and more creative, engaging (but Covid-safe!) visitor experiences. Here’s to celebrating more live client and customer success for many years to come.
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