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Beefeater Gin 'Mixology' website

Agency: Maynard Malone

Cilent: Beefeater Gin

Just in time for the hot days of summer, Digital agency Maynard Malone has created a new “Mixology” section on Beefeater London Gin’s global website www.beefeatergin.com/mixology. The website aims to enthuse visitors about the gin’s potential for cocktail making and offers them compelling content, demonstrating how best to serve the premium gin, to share with other gin lovers.

Webisodic content allows Beefeater’s brand ambassadors to showcase how they create their choice drinks in under two minutes. The videos – as well as the cocktail recipes themselves – can be shared, downloaded and seeded in one click. With one more click, users can “join” the brand to receive regular brand news in advance of the general public, exclusive new cocktail recipes, and the chance to win great Beefeater-related prizes.

“The new section of the website is the best place for anyone who wants to make the most of Beefeater Gin – whether it’s in a cocktail or a more traditional mix. Maynard Malone has created a great online space to involve everyone in the Beefeater brand experience” said Sue Leckie, Beefeater Assistant Brand Manager at Chivas Brothers.

Behind Mixology stands a comprehensive social media strategy generating word of mouth, conversation and engagement across offsite touch points.

Maggie Lonergan, Managing Director at Maynard Malone says, “The Mixology section is a showcase for Beefeater and a cornerstone of a broader strategy to engage consumers to seek out Beefeater.  The aim is to help people maximise their enjoyment of the brand through a lively, interactive online experience.”

AJR
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