# Branded St. Patrick's Giveaways Whiskey Brand Roe & Co Debuts the Dublin’ Up Cocktail Challenge By Grace Mahas | Published 2023-03-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/dublin-up-cocktail References: [prnewswire](https://www.prnewswire.com/news-releases/dublin-up-to-win-10-000-travel-voucher-with-roe--co-blended-irish-whiskeys-cocktail-challenge-301770624.html)  Irish whiskey brand Roe & Co is embracing St. Patrick’s Day by hosting the Dublin’ Up Cocktail Challenge contest, inviting cocktail enthusiasts to submit a personal spin on classic whiskey cocktails. The brand aims to encourage individuals to come together and share their creativity, with the winning duo receiving a $10,000 travel voucher to visit Dublin and attend an immersive cocktail session at the brand's distillery, where its recipe will be featured as Roe & Co’s signature cocktail during St. Patrick’s Day 2024. Participants must be 25+ years old and can submit their cocktails on Instagram by May 1, 2023. Fans will then vote for their favorite entries on the Roe & Co Instagram page, with the winner announced after World Whisky Day on May 20, 2023. By hosting this contest, Roe & Co creates brand awareness and engages with its audience, while also inspiring creativity and collaboration in the cocktail-making community. ## Trend Insights (Trend Hunter) - Score: 1.3/10 - Popularity: 13% | Activity: 12% | Freshness: 15% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### What's Driving This Trend - **Creative Cocktail Contests:** Branded cocktail contests for customers to showcase their creativity and receive recognition can encourage engagement and brand loyalty. - **Virtual Distillery Tours:** Providing virtual tours of a brand's distillery as part of a prize package can offer an immersive experience for customers and promote brand affinity. - **User-generated Content Campaigns:** Incorporating user-generated content through Instagram campaigns can increase brand awareness and encourage customer participation. ### Who This Affects Most - **Alcohol Industry:** Alcohol brands can host creative contests to foster brand loyalty and engagement among their customers. - **Hospitality Industry:** Hospitality businesses can offer virtual experiences as part of their prize packages to attract customers and promote their brand's offerings. - **Social Media Industry:** Social media platforms can benefit from user-generated content campaigns that encourage engagement and generate buzz around a brand's offerings. ## Related on Trend Hunter - [Bartender-Engaging Cocktail Competitions](https://www.trendhunter.com/trends/home-away.md) - [Branded Epic Holiday Party Giveaways](https://www.trendhunter.com/trends/unboring-holiday-bash.md) - [Bartender-Focused Whiskey Contests](https://www.trendhunter.com/trends/contest-for-professional-bartenders.md) - [Irish Stout Campaigns](https://www.trendhunter.com/trends/guinness-unveiled.md) - [Branded Spring Cocktail Competitions](https://www.trendhunter.com/trends/the-greens.md) - [Branded Spirit Competitions](https://www.trendhunter.com/trends/italicus-aperitivo.md) - [St. Paddy's Ride Promotions](https://www.trendhunter.com/trends/25-uber-ride-vouchers.md) - [St. Patrick's Burger Kits](https://www.trendhunter.com/trends/st-paddys-day-patty.md) - [Curated Experience Contests](https://www.trendhunter.com/trends/ciroc-love-squad.md)