Kahlua Bartender Education

Service: Experiential Marketing

In late 2008, Vision|Co. kicked off a national education tour and bartender competition to selected bars and restaurants across Canada.  The intention was to share the heritage, the ingredients and the vast potential usage of the Kahlua brand. Building on the success from the first competition, Vision|Co. returned to hit the market in 2009 in search of Canada’s best Kahlua bartender!

Vision|Co. developed an interactive, multi tiered program in which a Kahlua Brand Ambassador scoured the country to inspire and engage consumers in Kahlua’s versatility by offering samples of signature Kahlua cocktails. The Brand Ambassadors also searched for the most creative bartenders to take part in a national bartenders competition.

Industry personnel were encouraged to pit their skills and reputation against each other by creating a unique Kahlua cocktail in hopes to be crowned champion. Promotional coverage for the winning bartender includes a feature bio in enRoute magazine (named magazine of the year), a cash prize and national retail coverage of their cocktail via neck tag promotion.