Ketel One champions Bloody Mary in bar activities

Ketel One Bloody Mary cocktail

A campaign is under way for Ketel One Vodka that champions the Bloody Mary through activity at leading bar and pub operators.

It is built around the “Ketel One Vodka Kitchen” experience which is inspired by a traditional Dutch kitchen in the Netherlands where Ketel One has been produced by the Nolet family for over 300 years.

Brand owner Diageo GB is partnering with Metropolitan Pub Company, Living Ventures and Drake & Morgan in London, providing point-of-sale materials and pop-up activity in 100 outlets, with plans to roll it out across the wider trade later in 2015.

The Ketel One Vodka Kitchen at The Folly in the City of London – part of Drake & Morgan – features a series of interactive cocktail master classes hosted by one of the brand’s cocktail experts.

Consumers sit round the Dutch-style kitchen table to craft their own personalised Ketel One Bloody Mary and other kitchen-inspired serves, using an array of fresh market fruits and vegetables, freshly ground spices and seasonings.

The partnership with Metropolitan features menu and cocktail listings, Ketel One dummy bottles, chalkboards, and branded market crates containing fresh seasonal ingredients put on show to create stand-out.

The campaign also includes a competition encouraging bartenders to demonstrate their creativity by coming up with the “ultimate” Ketel One Vodka Bloody Mary.

The Bloody Mary is one of the fastest-growing cocktails in the UK, up 17% year on year, and is one of the top 10 most ordered, according to 2014 research by Kantar Worldpanel Alcovision. Globally, the Bloody Mary is the most searched for Ketel One Vodka cocktail on Google.

David Beatty, Ketel One’s GB brand ambassador, said: “In today’s busy world, consumers value informal and relaxed quality time with close friends and the Bloody Mary is proving to be a favourite drink for such occasions, especially when served alongside meals and during food occasions.

“By executing the ‘Ketel One Vodka Kitchen’ in outlets across the trade, we are immersing consumers in an experience that resonates with the heritage of Ketel One, whilst getting them creating delicious, savory drinks.

“A good Bloody Mary execution can differentiate you as an on-trade outlet as it’s one of the most complex cocktails invented and is hard to get ‘just right’. The liquid credentials of Ketel One combined with quality, market-fresh ingredients make it easier for bartenders and consumers alike to perfect.

“Our partnerships with Metropolitan, Living Ventures and Drake and Morgan will enable us to further cement Ketel One Vodka as the perfect base for the Bloody Mary and help them to leverage the UK’s love for this timeless cocktail.”

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