Buffalo Trace to run Mint Julep incentive in UK on-trade

Buffalo Trace with Mint Julep

The classic Mint Julep and the famous Kentucky Derby are to be celebrated in a new incentive for Buffalo Trace bourbon in the on-trade.

The whiskey’s UK distributor Hi-Spirits is to promote the cocktail over spring and summer as an ideal drink for warmer weather which is simple to make and profitable.

Selected bars are being offered a sales incentive, with prizes of an all-inclusive day at the races at a UK racecourse on offer for two team members

Two of the prizes will go to the venues which sell the most Buffalo Trace Bourbon in April and May, while a third will go to the venue which comes up with the best promotional display.

The incentive is inspired by the Kentucky Derby where Mint Juleps are famously the signature drink. This year’s event takes place on May 6 and 7 at the Churchill Downs track in Louisville, close to the Buffalo Trace Distillery.

Pubs and bars not involved in the incentive can still make the most of the opportunity to serve Buffalo Trace Mint Juleps, with point-of-sale support available from Hi-Spirits, including Buffalo Trace julep tins.

Tim Giles, UK brand manager for Buffalo Trace, said: “The Mint Julep is already one of the best-known Buffalo Trace serves, especially in venues that use the julep tins, and we want to spread the word even further this summer.

“We’re offering the incentive to some of the brand’s most enthusiastic supporters, and we’re also ready to support other operators with POS.”

The incentive will be based on the percentage increase of Buffalo Trace in April and May compared to the previous two months. Each venue will receive a full POS kit including julep tins, playing cards, posters and chalkboards. The prize will be an all-inclusive day at the races for two people, including food, drink, entry and transport.

Mint Julep Perfect Serve
50ml Buffalo Trace
8 Mint leaves
10ml Sugar syrup
Build the first three ingredients over crushed ice and top with soda water.

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