The featured brands are Woodford Reserve bourbon for the Mint Julep, Jack Daniels Single Barrel Select Tennessee Whiskey for the Old Fashioned/On the Rocks and Herradura Jimador Tequila for the Margarita — the world’s best selling cocktail by far, according to Edward Dillon’s mixologist Alan Kavanagh who presented the three cocktails and provided a brief explanation of how to make them up.
These Super Premium spirits that many of the top-end bars rely on are not the type the general customer would experience as a bar call and the kind of outlets that the promotion is running in tend to be “real high-end trade outlets”, according to Ian Carrol, Brand Development Manager for Brown-Forman Brands at Edward Dillon & Company. It’s hoped that the promotion will re-invigorate consumer interest in Super Premium brands and encourage them to trade up.
A trade incentive consisting of a mystery shop audit followed by a staff reward for those found to be offering and pouring the cocktails as per Brand Ambassador Alan’s training.
“With consumer footfall and spend per head down, we wanted to put in place an activity to support our brands and to help support the outlets as well,” he explained, “So we came up with this menu which we’ve put out at two pricepoints: €10 and €8.”
The first wave of the promotion primarily centres on Dublin outlets such as Saba, No Name Bar, Harry’s on the Green, the Exchequer, the Westbury Hotel’s Marble Bar, Jack Nealons and the Cocktail Carousel at the Leopardstown Inn.