Italicus has launched a new campaign that aims to support the reopening of the London on-trade.
The Ventuno Project, from the Italian brand, has the ambition to aid bars across the British capital reopen as Covid-19 lockdown is lifted. The plan is to offer amplified Italicus cocktail promotion and marketing support.
Speaking on the project Italicus founder Giuseppe Gallo said:
“We as a team feel really privileged to be able to work with incredible bartenders here in the UK and as hospitality opens back up, we’re really excited to be able to support our friends and colleagues through The Ventuno Project.
“Italicus has been supported by the bartender community since the beginning and it’s now our time to give back. Although it has been a difficult time for the industry across the world, we are really pleased to see that there is starting to be a return to normality.”
With the UK hospitality industry promised a full reopening date of 21 June the project borrows its title from the number 21 – Ventuno is the Italian word for ’21’. Social distancing will continue in bars, pubs and restaurants until at least that date. The number is also important to Italicus because the liqueur is made with ingredients from the 21 regions of Italy.
The Pernod Ricard-backed brand has invited seven of its key customers to take part in a video campaign ahead of the lifting of full restrictions.
Each bar will have their own professionally produced video and images to promote their venue, along with media and PR support from Italicus.
Furthermore, the participating bars will have a special Italicus menu with three cocktails available to customers from 21 June for a minimum of one month, or at least one Italicus serve on their drinks menu.
The seven venues taking part include Nightjar, The Gibson, Quaglino’s, Laki Kane, The Coral Room, Cahoots, and Scarfes Bar at Rosewood London.
In addition, the Italian brand will provide training and point of sale expertise to staff from the bars.
The project is also open to additional venues, and those interested should email firstname.lastname@example.org.