If you’ve ever seen a new product or campaign and wished someone had at least consulted a bartender or two, be comforted in the knowledge that those days might be behind us.
That’s the intention behind Drinktank, a global intelligence network for the drinks industry that launched yesterday, aiming to improve collaboration between bartenders and brands, while compensating those bartenders for their time.
The thinktank, set up by drinks communications specialist Edwina Eddleston and director Mike Mathieson, aims to provide brands with insight into the on-trade, with groups of experts either helping to develop ideas or provide advice. This includes brand workshops, trend reports, NPD and more.
‘By working with bartenders and industry influencers, we hope to see brands create campaigns that resonate with bars and their consumers,’ commented The Savoy's Erik Lorincz. ‘I am extremely excited to be a part of the collective and look forward to working more closely with brands in order to create a stronger, better industry for the future.’
The full list of inaugural Drinktank members is an impressive one – check out that pic above for an idea of who’s involved.
Members are paid a fee for their involvement in projects, with Drinktank not making any profit from them, but from the brands instead. Bartenders can accept and decline briefs according to their interests and expertise, with Drinktank taking care of payment and other admin.
If you’re interested in joining, or looking for more information, email Grace@drinktank.global
Pictured, from left to right, back row: Simone Caporale; Ally Kelsey (Super Lyan); Alexander Walker (The Beaufort Bar at The Savoy Hotel); JJ Goodman (London Cocktail Club); Joel Fraser (Cufflink Club); Sly Augustin (Trailer Happiness); Andy Shannon (Punch Rooms at The Edition Hotel); Alex Kratena; Mia Johansson (Swift). From left to right, front row: Rich Woods (Sushisamba); Bobby Hiddleston (Swift); Remy Savage (Artesian, The Langham Hotel); Monica Berg; James Hopkins (London Cocktail Club); Steve Lawson (MASH); Anna Sebastian (Artesian, The Langham Hotel); Claire Best (Callooh Callay)