Instil Drinks Co has introduced an exclusive serve for Crystal Head Vodka in the on-trade, using its 50ml miniatures for an interactive Martini experience.
The Deconstructed Martini presents bars’ customers with a tray with a miniature bottle of Crystal Head plus a branded mini shaker containing ice, a branded hip flask containing vermouth and small bowls of olives and lemon zest.
With help from bartenders or waiting staff, it allows people to decide how much they want to shake their drink to dilute it, how much vermouth to include and whether to garnish it with citrus or an olive.
The serve was devised by PJ Jaurre, brand ambassador for Crystal Head at Instil Drinks Co, and has been introduced at three London venues: Hush in Mayfair, Lights of Soho and Galvin at Windows at the Hilton Park Lane hotel.
PJ said: “It’s a way to add theatre and get consumers to interact with the brand. I wanted to make vodka more fun and more cool.”
Crystal Head Vodka – made from organic grain, filtered through quartz crystals and distilled four times – comes in a distinctive skull-shaped bottle inspired by the mystical 13 “crystal head” skulls found by archaeologists at different sites around the world. It was developed by Canadian-born actor Dan Aykroyd and fine artist John Alexander and is produced in St John’s, Newfoundland, using pure glacier water.