By Sacha Delfosse
DeKuyper has launched a campaign which puts Australia’s bars and their bartenders in hand-to-hand combat as they compete to come up with a new drink using its new passion fruit flavour liqueur.
The brand ran a competition through bars&clubs magazine in August that asked bartenders to create a signature drink using DeKuyper Passionfruit, which was won by The Pony Room’s Michael Frampton and his creation, the Pash ‘n Dash.
Now bartenders across the country are being challenged to come up with their own DeKuyper Passionfruit drink and be in the running for some great cash prizes, with 91 bars having already signed up.
“The DeKuyper team will have each entry professionally photograph and create a suite of marketing material that the venues can use on premise to encourage their patrons to try and then vote for their drink and have a chance of winning more than $50,000 in prize money,” a Bacardi Lion spokesperson said.
“Consumers can also go in the running to win one of a hundred Westfield shopping vouchers (valued at $100 each) by voting for their bars entry.
“The promotion is a great tool for venues to really engage with consumers as well as show off their bartender’s creativity and flair. It is a fun promotion for everyone involved.”
1st place wins $20,000, 2nd place wins $10,000, 3rd place wins $5,000, 4th place gets $3,000 and 5th place receives $2,000, with all prizes paid in cash and split 50/50 between the bar and individuals within the team.
To assist in the promotion of a venues drink, bars will be provided with a bespoke marketing kit, featuring their drink and its recipe, and which includes pole posters, A4 counter cards, tent cards, drinks coasters and business cards.
The competition was developed by creative agency Channel Zero and closes on November 20.
Participants must purchase six bottles of DeKuyper product from Bacardi Lion, get a team together and then create their DeKuyper drink before getting their patrons to try the drink and vote them to the winning prize.