Brand activation, Consumer Engagement, Account Acquisition

In an effort to increase awareness for Harlem as a nightlife destination, Nikoa partnered in 2012 with Karl Franz Williams, one of the world’s leading mixologists, cocktail bar owners, and pioneer of Uptown’s craft cocktail market, to create the Battle of The Bars: The Art of The Mix, an industry mixology competition.

Over 60 of Uptown’s premiere mixologists compete for the title “Best Uptown Bartender” in a two part competition. Phase 1 features a two week retail activation during which consumers visit participating bars to sample bartender original cocktails featuring brand-sponsored spirits and vote for their Top 12 favorite cocktails. Phase 2 offers a consumer sampling activation, The Finale Showdown, and features a 3 round cocktail competition among the 12 finalist mixologists and draws 400+ attendees. Brand partners for the program have included: Moet Hennessy, Belvedere, Hendrick’s Gin, and Jack Daniel’s.

The program continues to serve as a high impact consumer and trade engagement activation for brands seeking to reach Uptown’s most influential consumers and mixologists through:

-        Strategic trade marketing programs with 100+ premiere restaurants/bars in Uptown trade area 

-        Consumer-facing sampling program to 10,000+ recipients via Uptown trade accounts