Dirty Martini launch night and drinks

Shaken, stirred – and inspired: bar launch for Dirty Martini

The national cocktail bar chain had established a strong following in London, with sister venues in Leeds and Manchester. It wanted to make an impact with its first opening in the Midlands.

The brief

Dirty Martini appointed Liquid to deliver creative ideas and professional event management for the glitzy unveiling of its new Birmingham bar. We needed to create a buzz about the venue, which has capacity for 350 – and fill it with target customers on opening night. The client also asked for our help with recruiting key staff.

What we did

We produced consumer and trade press releases, the latter to drive recruitment. We came up with the idea for Peaky Blinders’ themed cocktails (the drama is based in Birmingham) to capture people’s imagination. We designed and distributed #StraightOut and #OutOut invitations to guests, ran VIP sessions on opening night, managed the door and supported the front-of-house team. A cocktail masterclass for bloggers and an on-air cocktail session on commercial radio further boosted publicity.

The result

From 900 RSVP invitations, more than 700 guests attended the bar launch. Actively engaged media produced a combined reach of 475,000.

Dirty Martini launch night and drinks