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NEW YORK Adding to this summer's growing number of experiential events hosted by alcoholic beverage brands, last month saw two more companies gather consumers at promotions for new products. However, unlike some of the more recent liquor events, the July launch parties for Hpnotiq Harmonie and Svedka's “After, After Party Pack” both were largely focused on the female demographic and took over spaces inside hot new hotel properties.
Heaven Hill Distilleries, which distributes the blue Hpnotiq liqueur popular with women, introduced its new violet Hpnotiq Harmonie blend with a girl's night out-style affair hosted by Khloe Kardashian at the Dream Downtown penthouse lounge on July 12. And Svedka celebrated the walk of shame kit it produced in partnership with Ricky's NYC with a late-night bash at Yotel's fourth-floor bar and terrace on July 27.
With about 400 guests each, the events both offered plenty of playful components, a Kardashian—Khloe at Hpnotiq and her brother Rob at Svedka—and, naturally, a menu of specialty cocktails. Svedka enlisted BMF Media to produce its bash, while the design and production of the Hpnotiq Harmonie launch was handled by Mirrorball.
The presiding visual for the Hpnotiq event inside the Dream Downtown was a purple color scheme, matching elements such as model tutus, the arrivals carpet, and branded pillows to the tint of the new beverage. Keeping the mood upbeat and a little on the girly side, the night also included a spread of sweet treats—from a well-stocked candy bar, branded cookies, and chocolate bars to a lady circulating in a dress that held dozens of cupcakes—as well as some glittery decor like Swarovski-encrusted bottles of Hpnotiq Harmonie.
Svedka's effort was just as tongue-in-cheek, covering walls and floors of the Yotel space with pink and black decals advertising the event as the National Walk of Shame day. Phrases like “Forget the blame” and “Embrace your game” bedecked signs, waitstaff T-shirts, and black balloons tied in bunches; the walk of shame kit and its contents littered the shelves, seats, and tables; and one of the Club Lounge cabins was converted into a photo booth area. To encourage guests to linger long past the event's 10 p.m. start time, the organizers brought in a surprise musical performance by Pete Wentz's band the Black Cards.
And much like most events today, both affairs promoted each brand's social media platform. Hpnotiq's Facebook page added more than 100,000 fans, and Svedka is hosting a competition on its Facebook profile, inviting consumers to share their most embarrassing walk of shame stories and vote for their favorite. The winning tale will be reenacted as a short film.