Reyka Vodka has decided to target bartenders -- smart move or not?

Earlier in the semester we looked at the campaign developed by Casamigos Tequila, George Cooney's brand, and declared it to be inadequate.

http://pjlehrer.blogspot.com/2015/06/will-you-buy-george-clooneys-tequila.html

Last semester, Johnnie Walker Scotch got much more support with its content-driven "smart bottle," which stirred up a surprising amount of interest.

http://pjlehrer.blogspot.com/2015/03/will-branded-content-on-bottle-make.html

But both those campaigns focused on the end consumer.  Reyka Vodka has decided to take a different approach and focus on professionals.  (Faw, 2015)

They are running a 24 hour cocktail competition, in the UK, for 96 bartenders.  Winner gets a trip to Iceland for the "midnight sun" music and dance festival. (2015)

They are also creating "tricks of the trade" videos featuring bartenders showing off eye-popping bar tricks.   Can invitation-only screenings of Cocktail be far behind?

And while they may be taking aim at professionals, they are of course hoping that the rest of us take note as well.

So, what do you think?  Is this a good approach?  Will it sell Reyka Vodka?

Faw, L. (2015, July 17)  Reyka Vodka's Flips And Twists For New Campaign.  mediapost.com. retrieved July 17, 2015, from http://www.mediapost.com/publications/article/254260/reyka-vodkas-flips-and-twists-for-new-campaign.html

Bar Team, (2015, May 7)  Reyka to bring 96 bartenders for 24-hour cocktail competition.  Retrieved July 17, 2015, from   http://barmagazine.co.uk/reyka-to-bring-96-bartenders-for-24-hour-cocktail-competition/

Will a 2-D character named Wit Oddoski convince you to try grass-flavored Vodka?

We already know that Gen Y craves variety in their alcoholic beverages and that companies are responding by creating all sorts of interesting flavored options.  Here’s a blog from last May about MillerCoors introduction of Coco Breve for Gen Y women.

http://pjlehrer.blogspot.com/2012/05/millercoors-takes-another-shot-at-gen-y.html#comment-form

But as someone who has been struggling with allergies for several weeks now I can’t help wonder if Pernod Richard missed their mark with this one.  In addition to the fresh cut grass flavor, the line includes apple pie, salty caramel popcorn, wasabi and electricity.  No, I don’t know what electricity tastes like.  But according to the company it tickles the taste buds.

The campaign for the new line called Oddka, which features a 2-D character named Wit Oddoski is scheduled to run on Facebook and Twitter and includes an iTune app that has something to do with growing a virtual mustache. (Schultz, 2012)

So what do you think?  Will you try it? 

Schultz, E. (2012, October 24)  Pernod’s New Vodka Brand Includes ‘Fresh Cut Grass’ Spirits Industry Pushing Flavor Boundaries All the Way to Front Lawn.  adage.com.  Retrieved October 25, 2012, from

http://adage.com/article/adages/pernod-s-vodka-brand-includes-fresh-cut-grass/237942/