Launching a global drinks strategy at London Cocktail Week

The Task

To create an engaging activation programme at 2017’s London Cocktail Week that introduced Fairmont’s Hotels & Resorts new global Classics Perfected menu and its creators – The Tastemakers.

What We Did

Inspired by six of the world’s most iconic cocktail destinations, from the chandelier found in Anti:dote bar, Shanghai, to the deco mirror from The Savoy, London. We brought together some of the finest ingredients Fairmont’s Hotels & Resorts had to offer to create a bar with a unique flavour of its own. All of the elements created within the bespoke stand were considered; from the room key card that unlocked a free drink, to the gold embossed napkins that shared historical stories from each of the iconic hotels featured. We served classic drinks invented and refined by Fairmont’s award winning team of elite Tastemakers, the menu consisted of six cocktails that put a twist on time-honoured favourites called Classics. Perfected.


We sold over 5,000 drinks during the weeklong event that had exposure to over 40,000 attendees. Coverage was generated by key media influencers hosted throughout the week. And consumers were invited to attend a variety of masterclasses hosted by award winning mixologists Erik Lorincz and Grant Sceney.

The competition overlay offering consumers the chance win one of three overnight stays at The Savoy reached an audience of 40k+.

Drinks Sold
“We can’t thank Mercieca enough for all the effort and time they've put in. So excited to see this come to life!” Ralitza Lordanova, Director, Global Partnerships, Luxury Brands
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