Navigating the Pandemic with a Virtual Tasting Experience for Campari

Appleton Estate Jamaican Rum was gearing up to release a high-end 8YO rum in Spring 2020 when the launch was disrupted by the global coronavirus pandemic.

An added challenge was the media climate at the time – most consumer lifestyle reporting had paused as news publications focused primarily on pandemic coverage.

How we Uncomplicated the Complicated

Access pivoted by hosting a virtual formal rum tasting and cocktail making class in July with key lifestyle and spirits media, hosted by Master Blender Joy Spence and Brand Ambassador Anne-Louise Marquis. Editors enjoyed an educational overview of the brand and the new release, tasted the rum with food pairings, and made rum-based cocktails.

The rum, food pairing items and cocktail ingredients were all delivered to participants beforehand to give everyone the same experience.

The event generated buzz for the new 8 Year Old release, convincing more than half of the media to post about it on their personal social media platforms for a combined 50K impressions immediately following the event. The tasting also garnered coverage of the bottle in spirits roundups in publications such as MarketWatch and UPROXX, as well as potential upcoming articles in Forbes, Food & Wine, The Alcohol Professor, and more, garnering more than 100MM impressions to-date.

10 %

Of Participating Media Posted on their Personal Social Platforms

20 k

Impressions Immediately After the Event

50 m +

Impressions-To-Date

Navigating the Pandemic with a Virtual Tasting Experience for Campari

Visa

Fintech

Lysol

Consumer

Let's connect.

We’re here to open more doors.
Let us know how we can help you.

We’re here to open more doors. Let us know how we can help you.

We use the art of storytelling to make the inaccessible accessible.

We use the art of storytelling to make the inaccessible accessible.

Navigating the Pandemic with a Virtual Tasting Experience for Campari

Visa

Fintech

Lysol

Consumer

Let's connect.

We’re here to open more doors. Let us know how we can help you.

We’re here to open more doors. Let us know how we can help you.

We use the art of storytelling to make the inaccessible accessible.

We use the art of storytelling to make the inaccessible accessible.

Connect with us

Typeform embed

Our offices

Navigating the Pandemic with a Virtual Tasting Experience for Campari

We’re here to open more doors.
Let us know how we can help you.