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Amplify

Core disciplines: Brand Activation, Events, Experiential marketing, Integrated marketing

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Beefeater - MIXLDN

Amplify help Beefeater raise the bar in a world-class cocktail competition...

Challenge

Amplify were challenged to make Beefeater Gin the spirit of choice for leading bartenders around the world for the third year running. Each year MIXLDN, the world’s largest gin competition, gets bigger and better, which meant 2017 would have to top the lot. 

Insight

The bartenders who enter aren’t just the best at their job, they’re also influencers in their industry. By getting them on board with the brand, we knew it would help elevate Beefeater’s position in top bars and venues around the world. 

Strategy

Amplify developed a platform that would engage markets and deliver a world- class global event, celebrating skill
and craft. We put the brand’s London heritage at the heart, by hosting the three-day final in the nation’s capital. 

Solution

#BeefeaterMIXLDN - a creative platform and a global competition to find the best bartender in the world.

This year’s campaign was launched with regional competitions in 33 markets. Winning bartenders from each city were flown to London for a three-day final. The competitors were challenged with trials designed to test their skills and creativity behind the bar.

The event culminated in an exclusive party in Shoreditch where the Global MIXLDN Champion was crowned in front of a crowd of their peers, industry experts and gin lovers. 

Results

  • MIXLDN is now the world’s largest gin cocktail competition

  • 1,416 global entrants from 33 key markets (up from 6 markets in 2013), Including Israel, Serbia, South Korea, Brazil, South Africa and the USA

  • The final event was attended by 350 industry experts, and livestreamed to a further 19k 

  • 25k #BeefeaterMIXLDN engagements on Instagram and 7m+ total social reach

  • Amplify are currently developing MIXLDN 7 

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