This Brand Activations & Guest Shifts programme helps spirits brands and distributors move from “logo visibility” and generic events to trade-focused activations that live on the menu and in the well.

 

We combine simple, effective signature serves with practical training and on-shift support, so bartenders know how to make your drinks, when to recommend them and how to tell the story in their own words.

We focus on real accounts, real serves and real shift conditions – not just slide decks.

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• Format: trade masterclasses, menu features and guest shifts  
• Scope: key accounts, launches and focus SKUs in your priority markets  
• Where: Kuala Lumpur and Southeast Asia  

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This is for you if…

• You are launching a brand or key SKU and want more than a one-off event with no follow-up.  
• Your brand has visibility in accounts, but by-the-glass movement is lower than expected.  
• Bartenders know your label, but are unsure how to serve it or how to talk about it to guests.  
• You want signature serves that are fast, costed and realistic for busy services.  
• You need a trainer/guest bartender who can speak both “brand language” and “bar reality”.  

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Key outcomes

• A small, focused set of signature serves tailored to your brand, target consumer and accounts.  
• Bartenders who are trained, engaged and confident to recommend your serves to guests.  
• Clear, memorable brand stories translated into simple talking points for the trade.  
• Menu and serve visibility in target accounts during and after the activation period.  
• Practical feedback from the bar on what works, what doesn’t and where to push next.  

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Selected brand collaborations

I’ve created brand-led cocktail menus, masterclasses and guest shifts for leading spirits and liqueur brands, including:

• Johnnie Walker – feature cocktail menus and staff training for guest shifts and brand nights in Kuala Lumpur  

• Monkey 47 – signature serves and trade masterclasses focused on gin storytelling and perfect serves  

• Cointreau – classic-and-twist cocktail menu and training on Margarita and sour-style serves  

• Campari – Aperitivo-focused serves and staff education for Negroni and Spritz-led activations  

• The Botanist – gin-led menu development and training on botanical-driven serves  

• Bacardi – rum-based signature serves and staff training for high-volume bar programmes

• Hennessy – Cognac serves and education; Top 50 finalist in a global Hennessy cocktail competition​

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What’s included

• Pre-brief call with your brand or marketing team to understand priorities, SKUs, target consumer and global guidelines.  
• Review of existing serves and brand education materials, so we build on what you already have.  
• Development or refinement of a short “serve list” for the activation (e.g. 2–4 signatures, 1 hero long drink / highball).  
• Costing of each serve with agreed measures and recommended pricing for the account.  
• Creation of a simple trade training flow: key brand messages, tasting, serve walk-through and Q&A.  
• On-site trade masterclass / staff training in each key account, tailored to their team and shift reality.  
• Guest shift or “brand night” with live service support, focusing on your hero serves and guest engagement.  
• Optional menu copy suggestions and basic POS ideas (tent cards, inserts, social captions) aligned with your brand tone of voice.  
• Post-activation debrief with your team: what moved, trade feedback, and suggestions for next steps.