Coconut rum brand Koko Kanu is launching the 'Frequent Flyers Cocktail Club' to encourage people in London to visit six globally inspired bars throughout the month of July.
Those who want to participate may receive their ticket to the Frequent Flyers Cocktail Club by sharing photos of a previous holiday at a participating bar. From there, Koko Kanu fans are eligible to receive a passport that provides access to the club, which includes two free drinks.
Frequent Flyers Cocktail Club members will be invited to quench their thirst for travel by hopping from destinations like the Baja California-inspired El Camion to the Opium bar in Chinatown. At each stop, cocktail club members will be served a special cocktail featuring Koko Kolada and Koko Daiquiri that will transport drinkers around the world through taste.
Why This Trend Is Growing
- Travel-themed Cocktail Clubs
- Opportunities for brands to create immersive experiences that combine travel and mixology, appealing to adventurous consumers.
- Global Bar Hopping
- The rise of curated bar hopping experiences that take participants on a journey through different cultures via cocktails, providing opportunities for collaboration between alcohol brands and bars.
- Passport-based Experiences
- The use of passports or membership cards to access exclusive benefits and experiences, allowing brands to build loyalty and provide unique offerings.
Industries Being Reshaped
- Hospitality
- Hotels, resorts, and bars can collaborate with alcohol brands to create themed experiences, attracting travelers and local patrons.
- Alcohol
- Alcohol brands can create partnerships with bars and clubs to offer exclusive cocktails and experiences, enhancing their brand image and attracting new consumers.
- Tourism
- Tourism boards and travel agencies can leverage the concept of travel-themed cocktail clubs to promote destinations and encourage travelers to explore a variety of bars.
