Rooftop parties are to be held in London, Manchester and Scotland as part of a campaign to grow awareness of the Disaronno Sour.
The Disaronno Terrace parties will feature tasting sessions and free cocktail master classes from leading bartenders, showing consumers how to make Disaronno’s signature serve as well as their own twists.
Live music will be provided through performers such as singer-songwriter Nick Mulvey who has been touring with London Grammar and is playing summer festivals such as Green Man and Bestival.
Up-and-coming artists and illustrators have also been drafted in to transform the roof spaces, re-creating the rich history of Disaronno.
The first Disaronno Terrace event will be at Platform Cafe, Bar and Terrace in London Fields, east London, on June 25, followed by further events there on July 2, 9 and 16.
Future Disaronno Terrace parties will be held at The Oast House in Manchester while plans are still being made for events in Scotland.
It follows this year’s Disaronno Mixing Star competition which culminates next week in a group of bartenders attending top-level training in Sicily.
Sam Bovill, brand manager for Disaronno at First Drinks, said: “Establishing the Disaronno Sour as a key serve requires 360-degree activation with both the trade and consumers.
“We recently announced this year’s Mixing Star UK finalist and we’re working with bartenders in key cities to ensure they have the skill and the knowledge to create a perfect Sour every time.
“We’ve made huge progress with the trade, and now we’re looking to raise the Disaronno Sour’s profile with consumers ahead of the key summer period, establishing it as a classic yet on-trend cocktail that tastes great and meets the needs of its target market.”
As well as its UK debut, the Disaronno Terrace will also take residence in Tokyo, Madrid, Amsterdam, Milan and Rome. Other high-profile music acts booked for the events include The Maccabees, Alt J and Friendly Fires.
Click here to see the latest news stories from Barmagazine.co.uk