EFFEN Vodka is trying to grow in a highly competitive premium vodka category, and to do that the brand is aligning itself with premiere style events and courting influencers across the social spectrum with a series of invite-only Art of Design parties in key markets all over the U.S. The series will conclude for the year in New York City on Sept. 26.
At the events the brand invites style and booze bloggers to sample five cocktails, each created by a team of two mixologists using EFFEN vodka. The attendees each get a bag of marbles to use for voting. They taste the drink, and then place the most marbles in the bottle of their favorites. The brand also has several official judges on hand to evaluate the drinks based on taste, creativity and originality. The winning bartenders in each market get an EFFEN Vodka branded bartending kit and a $500 cash prize. To keep the events feeling local, EFFEN also invites local artists to show their wares. The brand has activated throughout the summer in Chicago, Los Angeles, San Francisco.
“The brand was really born out of the bartender community, and we really wanted to figure out how to leverage our passionate bartenders and the power of social media to build the brand through Art of Design,” Kelly Georgetti, director of activation for vodkas at Beam Global Spirits and Wine, which owns EFFEN, told Buzz. “This program was designed with the hope that these powerful social influencers, lovers of design and the arts will craft some powerful stories for us. We feel that this is a great way to highlight some of the biggest advocates of the product while letting them bring some of their own art and design to the brand.” Agencies: Brand Influencers, New York City; LimeGreen, Chicago.