Winners of the competition were flown to New York, styled by Vogue and featured with their establishment and cocktail recipe in a four page advertorial, designed to have the look and feel of Vogue’s fashion editorial. The bartenders flaunted bold, confident poses with flair and pizzazz. Orange, Cointreau’s signature colour, was infused into the wardrobe, the copy, and the cocktail.

The actual value of the programme far exceeded the expense. We negotiated the Cointreauversial parties and super king buses as added value, providing an initial investment return of almost 30%. Further, the PR buzz, new recipe listing on drink menus and the opportunity for relationships with new vendors, created massive additional value that contributed to sales success.