THE CHALLENGE

Italy is the homeland of aperitifs, and St-Germain, Bacardi’s delicate and fragrant elderflower liqueur, aimed to carve out a prominent space in the hearts of its target audience through an experiential tour of 150 events across Italy. The primary goals: boost brand awareness and drive sell-in growth.

THE EXPERIENCE

A vintage set-up inspired by 1920s Paris: a cargo bike converted into a bar, chalkboards, a boóte aux lettres, a period journal, elderflowers, and St-Germain’s signature glasses created a complete immersion in an atmosphere of bygone times, rediscovering ancient and precious flavours.

Two teams toured Italy, averaging one event per day, with the mission to engage guests, showcase the product’s qualities, and demonstrate the perfect service of the iconic St-Germain cocktail.

Adding a flair, a photo set with vintage props and costumes offered participants a journey back in time, with real-time sharing of their snapshots on social media.