A new trade campaign is under way for Luxardo liqueurs in the UK, giving bartenders a chance to share their ideas about how to use the range in cocktails.
New videos will be shot monthly to show bartenders mixing their own creations and giving tips for both the trade and consumers. A hub for sharing photos has been created, supported by a tag for social media, #LoveLuxardo.
Adventurous re-inventions of classics such as the Aviation and Martinez will feature alongside simple, pared-down serves with a contemporary edge.
Regular blog posts and the collection of cocktail submissions can be viewed on the campaign website at www.luxardococktails.com and via updates on Twitter at @LuxardoCocktail and on Facebook at LuxardoCocktails.
It ties in with the launch of this year’s Luxardo Campione competition where the Luxardo family will invite three top UK bartenders to enjoy a personally hosted trip to the home of Luxardo in northern Italy and compete for a first prize of £3,000. Competition heats in UK cities in July will lead to a final in September.
As part of the activity, Luxardo brand ambassador “G” Franklin is promoting new summer serves such as Luxardo Fresco, a long serve with maraschino, tonic and fresh rosemary, as well as the lighter Amaretto Sour, without the traditional egg white.
Craig Chapman, marketing manager for Luxardo at UK distributor Cellar Trends, said: “Our Luxardo online campaign has been very successful in engaging with the trade. Social media platforms have made it easy and fun to share creativity and inspiration.
“In less than a year, we now have thousands of followers and fans who are participating and keen to be part of La Famiglia – our Luxardo family. We want to reward those who create highly skilled cocktails and push the boundaries with ingenious new mixes, but also want to see those who are out there creating the mass trends or simply enjoying their own cocktail adventures.”