“SHARE THE COUNTER”: NEW FORMAT FOR EXPERIENCE & TREND SHARING IN THE WORLD OF SPIRITS

Disaronno’s The Mixing Star project, which for years has accompanied us on a journey to discover mixology in all corners of the globe, is now evolving, becoming more engaging and inclusive than ever. Along with the consolidated group of internationally prominent bartenders and industry experts, the project is attracting a new audience of fans able to appreciate the world of spirits in full. They are discerning cocktail enthusiasts, wonderfully open to and curious about new consumption experiences, always a step ahead in the discovery of new trends and particularly in the keen and aware choice of what they are drinking.

That’s what has both inspired and informed “Share the Counter,” the new format devoted to an audience of non professional aficionados, in addition to the usual cadre of well-known bartenders. The second innovative aspect of this digital project consists of the introduction alongside Disaronno of two other Illva Saronno brands: Tia Maria and The Busker which, for the first time, will ideally be sharing a sole “ecosystem” – the bar counter – in total respect of the individual brand identities.

Each one, in fact, will be the protagonist of a specific format whose contents have been developed according to an absolutely genuine and direct approach that goes straight to the heart of mixology fans.

Disaronno – BAR TAG PREMIERE: this is the continuation of a highly international activation format. Tia Maria – ONE OF A KIND: it’s a format that talks about the two intriguing sides to one same unique personality. The Busker – UNBOXING: this is a format that rides the wave of the most prominent YouTube “unboxers”; in particular, it aims to present the initial impressions of a famous influencer who receives for the first time a box with our new, extraordinary and multi award-winning Irish Whiskey.

So, how about some previews of what’s up ahead? 

We set off from Ireland, with a review by blogger/influencer and “COCKTAILS FOR YOU” founder Eddie Rudzinksas, a man with an impressive 1.5+ million followers on his social media pages (FB Cocktails_for_you; IG cocktailsforyou). He’ll be the first one to receive the mysterious wooden box, along with the invitation to tell us what he thinks about our whiskey. Which of the four varieties will Eddie choose for his tasting experience, and what will be his special twist on the “Irish Maid”? Lastly, who will pick from there? 

A hint: subsequently, the wooden box will cross the Atlantic and land on the East Coast of the United States…  

It’ll be an interesting journey, for sure: an invitation to enjoy deep sensory experiences and to get to know our products through and through, starting from the initial taste.

Follow the journey @THEMIXINGSTAR, @COCKTAILSFORYOU @THEBUSKER_OFFICIAL

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