The scheme, Advocacy, aims to be a programme for the best in the business, by the best in the business and as part of the launch, Schweppes is set to collaborate with a line-up of industry talent.
This includes Panda and Sons, which was recently named number nine on the Top 50 Cocktail Bars list founder and Schweppes lead education strategist Iain McPherson.
The bar founder said: “I’m bubbling with excitement to be collaborating with Schweppes to bring an interactive advocacy programme to the global on-trade.
“Schweppes is the standard in soft drinks and as a brand is steeped in unrivalled, innovative history.
“I can’t wait to share that knowledge with bartenders and give them a solid understanding on carbonation.”
World-class community
It also features Three Sheets (13th Top 50 Cocktail Bar) and Little Mercies (number 26)’s Max Venning who is lead education strategist for the UK who said the drinks created were designed to engage bartenders across every level of the bar while taking inspiration from Schweppes’ history in the mixer space.
Furthermore, Chelsie Bailey – ex-American Bar and Happiness Forgets – and Vasilis Kyritsis – The Clumsies and Line – are lead activation strategists for mainland Europe.
Bailey added: “I’m thrilled to be involved in the inception of this programme and to be working closely with Schweppes as it creates a world-class community of bartenders.
“I can’t wait to bring it to life across Europe.”
These industry leaders will collaborate to help lead and strengthen Schweppes’ wider pool of brand ambassadors through a year-long education programme.
They will also look to build and reinforce relationships for the brand in market alongside educating on-trade partners about Schweppes’ history.
Looking ahead
The company has a long-term ambition to establish a collaborative hub for likeminded individuals.
VP of marketing at IMX Europe at The Coca-Cola Company Michael Willeke said: “2024 is an incredibly exciting year for us as we announce Schweppes’ bold, new, bartender first ambassador programme, supported by some of the most celebrated names within the industry.
“It’s a partnership like no other and the potential to engage and educate the bartending community across Europe is significant.
“The calibre of brand ambassadors we are working with is next to none and we are confident they will supercharge Schweppes’ offering in bar for bartenders and consumers by unlocking industry knowledge and delicious drinks.
“As the pioneers in carbonation who set the standard in mixed drinks centuries ago, the launch of the programme demonstrates a long-term commitment from the brand and we are excited to see what year one holds in store.”
