The story of a London movie inspired classic
To be known as the best gin in the world, Beefeater needed to captivate the global bartending community. MIXLDN is the perfect platform, a prestigious global competition which challenges the world’s best mixologists to create a cocktail inspired by London, Beefeater’s birthplace.
The number of international cocktail competitions has exploded over the last few years. It makes maintaining MIXLDN’s reputation as ‘The Oscars’ of the global mixology scene more challenging than ever. So we needed to pull out all the stops to capture the imagination of the world’s best bartenders.
The theme of MIXLDN 6 was iconic London cinema. Our ‘Inspired by London, Directed by You’ campaign put mixologists in the director’s chair, giving them the opportunity to see their name in lights by creating their own cocktail masterpiece. Stylish posters put a contemporary spin on design cues from classic London movies, evoking the glamour, intrigue and drama of our vibrant capital. The stage was set for a contest to remember.
The activation toolkits are getting the excitement building in the global markets and the real action kicks off any day now with the Local Finals. We’ll need to wait until February 2017 for the dramatic finale in London, but it’s looking like MIXLDN 6 is already shaping up to be a classic.