Wray & Nephew Event Merges Rum, Style and Mixology
Bartenders by nature are influential. After all, they’re the ones making drink recommendations, shaking up their preferred liquors into tasty cocktails, hearing the ins and outs of peoples’ lives and adding their two cents, too. And so, it makes sense that when Wray & Nephew Rum wanted to expand its popularity beyond Jamaica where it’s a staple, it turned to bartenders and gatekeepers in key markets across the U.S., targeting them with intimate events that merged style (through personal style subscription service Trunk Club), rum and mixology.
The events celebrated Jamaican culture and style. On top of mingling and mixology, the 30 influencers in each market were pulled aside one-by-one by Trunk Club’s professionally trained personal stylists who worked with each bartender to pick out and personally tailor shirts, pants, skirts, shoes and more. Each attendee received a $300 gift card toward their purchase, though on average, attendees spent an additional $85. Afterwards, each influencer was signed up for Trunk Club, establishing a link for future brand communication.
The result? A “seamless” tie between a culturally deep rum brand and an up-and-coming, and on-trend, style subscription service. Because everything tastes better when you look and feel good.