A global intelligence network has been announced today to provide insights into the drinks market through a collaboration between leading bartenders and drinks brands.
Drinktank brings together not only bartenders and bar owners but also “barthinkers” such as consultants and historians to help brand owners and marketers to create and implement more engaging and relevant campaigns for both the trade and consumers.
Its members include (pictured from left to right, back row): bartender Simone Caporale, Ally Kelsey of Super Lyan in London, Alexander Walker of The Beaufort Bar at The Savoy in London, London Cocktail Club co-founder JJ Goodman, Joel Fraser of The Cufflink Club in Singapore, Sly Augustin of Trailer Happiness in London, Andy Shannon of Punch Room at the London Edition hotel, bartender Alex Kratena, and Mia Johansson, co-founder of Swift in London.
Members pictured in the front row, left to right, are: Rich Woods of Sushisamba in London, Swift co-founder Bobby Hiddleston, Rémy Savage of Artesian at The Langham hotel in London, bartender Monica Berg, London Cocktail Club co-founder James Hopkins, Steve Lawson of Mash London, Anna Sebastian from Artesian, and Claire Best from Callooh Callay in London.
Other members of the global network include Vasilis Kyritsis and Nikos Bakoulis from The Clumsies in Athens, and Lelos Georgopoulos from The Clumsies, Theory Bar&More and Odori Vermuteria Di Atene in Athens.
Erik Lorincz from The American Bar at The Savoy, another member of the collective, said: “Drinktank is a ground-breaking step for our industry. By working with bartenders and industry influencers, we hope to see brands create campaigns that resonate with bars and their consumers.
“I am extremely excited to be a part of the collective and look forward to working more closely with brands in order to create a stronger, better industry for the future.”
Drinktank is led by drinks communications specialist Edwina Eddleston and Mike Mathieson, founder of brand entertainment agency Cake, who have over 40 years’ combined experience in the drinks industry.
The unique approach strives to deliver trade intelligence to brands before money is invested and campaigns activated – not part way through or at the end. Drinktank aims to increase return on investment by removing the guesswork and spearheading innovation to increase engagement with the trade and consumer audiences.
The network seeks to provide added value to all brands, from business corporations to entrepreneurial start-ups, from value to volume, by curating and delivering tailored intelligence in a way that each brand wants and needs it.
Drinktank does not make any profit from the individuals who join the global collective. It aims to be an inclusive global network and is free to join. Anyone who is interested, can email firstname.lastname@example.org.
Photograph by Addie Chinn.