Why Branding Matters In Cocktails
Recently, our team had the opportunity to develop cocktail recipes for a vodka client. As an ultra premium luxury brand, their first venue partners had been carefully selected in the South Florida market. When the opportunity arose to support them during Swim Week in Miami in collaboration with Hammock, an international luxury fashion house, the decision was immediately made to participate.
The challenge came when we needed to weave in the story of an imported, Asian vodka with the iconic Italian-themed Casa Tua Hotel in Miami Beach, as well as Hammock, with their tropical style and vibe. To accomplish this, our team started with a theme, ‘Sunset’, inspired by Hammock’s color branding. For most people, sunset is a time of relaxation, rest, and rejuvenation. It is the time when nature shows off its brilliant colors, inspiring us as dusk slowly emerges.
The addition of fresh lemon and limoncello liqueur were added, not only to soften the flavors of the Aperol, but also to stay on brand with the venue. Prosecco was added to complement the flavors, as well as lower the ABV of the drink, making it easier for guests to continue to enjoy more than a single cocktail for the night.
The evening began, and Victoria’s Secret supermodels, fashionistas, and fashion house owners arrived. Designers, celebrities, and influencers sipped the night away, dancing to tropical drumbeats from a live band, and later a house beats DJ.
A bright, coral-hued twist on the wildly popular, top selling aperitif cocktail, the Aperol Spritz, the finished cocktail concept was on brand and attractive enough for Hammock’s ownership and law firm to playfully discuss patenting it as their own.
The lesson: if you’re planning to partner with someone to reach a specific audience, think about a) what would they desire from the partnership, and b) how can you weave together a cohesive message that speaks to all parties, and supports each individual brand?
Sunset in South Beach
Cassandra Rosen, Head of Mixology
- 1 1/2 oz Vodka
- 3/4 oz Limoncello
- 1/4 oz Aperol
- 1/2 oz fresh lemon juice
- Splash Prosecco
- Lemon twist, for garnish
- Ice
In a cocktail shaker, add ice, and combine all of the ingredients except sparkling wine and the garnish. Shake, and strain the drink into a chilled coupe glass. Top with Prosecco, and garnish.