Drinkwell
Diageo and Zagat turned to Groove 11 to design the Drinkwell brand, including an online portal and learning environment. The goal: to engage high-end bar staff, trade, and consumers in "The Art of the Cocktail."
Groove 11 is a brand experience agency. We have an unshakable belief in the power of meaningful, sustainable brand relationships. To develop these, we architect conversations that create unforgettable emotional experiences, inspiring audiences to feel, learn, do, or be.
Insights
The Drinkwell program was conceived to usher in an era of fresh ingredients, premium spirits, and mastery of craft. The goals of bartender certification, Zagat ratings for establishments, and a recognizable mark of quality for consumers required first that brand goals be defined. Then live training and tasting sessions had to be transformed into a branded elearning environment that gave users the taste, excitement, and knowledge of the real thing. It all tied together with ongoing managed services/support and long-term communication strategies.
Architecture
Groove took an artisan approach to developing the Drinkwell brand, bringing smell and taste to a Web-based environment and highlighting how quality spirits, fresh ingredients, and professional presentation make for exciting consumer engagements. "The Art of the Cocktail" became the brand centerpiece for all messaging, creating direct linkage between spirits knowledge and quality experiences. The multimedia approach gave the program the sensory punch of the live event while meeting the needs of each stakeholder group.
Impact
- Over 20,000 members through 1,000 accounts
- More than one million views per month via Zagat Guides
- Five national accounts engaged in the program
"This is the best training program ever put together for our company. It works at all levels: bartenders, managers, and internal sales and marketing teams. We can't really believe Groove delivered on time and on budget. Great work."
Steve Wallet, Vice President of Channel Marketing
Diageo North America