The ‘Ketel One Vodka Kitchen’ experience – inspired by the original Dutch kitchen from the home of Ketel One, where the Nolet distilling family spend much of their time, is launching this month in Metropolitan Pub Company, Living Ventures and Drake and Morgan sites.
The campaign will include a flagship ‘Ketel One Vodka Kitchen’ at Drake & Morgan site the Folly in the City, London, featuring a series of cocktail masterclasses, hosted by Ketel One mixologists.
Consumers will be invited around the Dutch-style kitchen table to craft their own personalised Ketel One Bloody Mary and other kitchen-inspired serves, using a range of fruits and vegetables, spices and seasonings.
The partnership with Metropolitan will see menu and cocktail listings and Ketel One dummy bottles, chalkboards, and branded market crates containing fresh seasonal ingredients, on show to create stand-out in venues taking part.
Bartenders will also be put through their paces in a competition designed to encourage creativity and excitement around the campaign, challenging them to create the ultimate Ketel One Vodka Bloody Mary.
There are plans to with plans to roll out the campaign across the wider trade later in 2015.
Growth of bloody Mary
The Bloody Mary is one of the fastest growing cocktails (+17% YOY) according to Kantar
Worldpanel Alcovision research to June 2014 and is the most searched cocktail for Ketel One Vodka on Google.
David Beatty Ketel One brand ambassador GB, said: “In today’s busy world, consumers value informal and relaxed quality time with close friends and the Bloody Mary is proving to be a favourite drink for such occasions, especially when served alongside meals and during food occasions.
He adds: “A good Bloody Mary execution can differentiate you as an on-trade outlet as it’s one of the most complex cocktails invented and is hard to get ‘just right’.”