Diageo is looking to leverage the cocktails-at-home and coffee trends through a worldwide tie-up for Smirnoff with coffee festival organiser The Allegra Group.
Coinciding with ‘Espresso Martini Day’ tomorrow [15 March], the vodka brand will be one of the sponsors of Allegra’s 2023 Coffee Festival programme, which includes activations in Amsterdam, London, Milan, New York, Paris and São Paolo. Cocktail bars at the festivals will carry Smirnoff branding and serve Espresso Martinis using Diageo’s vodka as the base spirit.
Financial details behind the arrangement were not disclosed.
The events take place on:
- 30 March–1 April – Amsterdam
- 20 April–23 April – London
- 13 May–15 May – Paris
- 23 June–25 June – São Paolo
- 6 October–8 October – New York
- 2 December-4 December – Milan
Vodka brand owners have focussed their efforts on the cocktail serve in recent months, with Pernod Ricard’s US unit unveiling the ‘Absolut Espresso Martini Mini Soirée Guide’ late last year.
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