Bars have teamed up with Wry Vodka to offer health-inspired cocktails in January, with the reward of 90-minute full body massages for the best.
London bars and restaurants including Every Cloud, Flavour Bastard and Treadwell’s will introduce their drinks from January 1 onwards as an antidote to the excesses of Christmas and New Year.
Wry Vodka’s UK brand ambassador, India Blanch, will judge the bars based on the overall strength of their activity, including the look and taste of the cocktail, as well as their sales at the end of the month.
The prize of massages at the Cowshed Spa at Shoreditch House in London, will be awarded for up to four bartenders from the winning bar.
Run by distributor Cask Liquid Marketing, the Wry January campaign includes sales incentives for participating bars.
The initiative will coincide with the launch of Wry Vodka’s new social media channels and will be supported by consumer-focused activity throughout the month.
Wry Vodka is produced by Silent Pool Distillers in the Surrey Hills, made with 100% rye grain spirit re-distilled with a small amount of rye malt to add a sweet, creamy mouth-feel to complement the hint of spice from the base spirit.