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With little brand recognition, the concept was to partner with an upcoming band, leveraging their audience to help generate buzz and impressions.
That’s when we introduced “Bluegrass and Bourbon”, an Ezra Brooks owned property that we can leverage in different markets, mixing new up and coming artists with a uniquely intimate experience allowing for greater brand exposure.
Liquid to lips trial is key, so we created multiple Ezra Brooks specialty cocktails that appealed to all taste buds. We have taken this concept outside of Toronto and successfully executed it in Calgary and New York City.