Every year, about 10,000 members of the worldwide spirits industry gather in New Orleans for a week of seminars, tastings, networking, and other events—more than 200 in all—developed for bartenders, distillers, and other spirits pros. This year’s event ran from July 19 through 24, and brought an array of innovative and envelope-pushing event ideas to the Southern city. Among the brands setting up surprising—and even racy—experiential programs were Smirnoff and the mezcal brand El Silencio, which both invoked vintage production styles.
Smirnoff’s setup included 300 copper mugs—the mule's traditional serving vessel—for the drinks.
This year, Smirnoff is celebrating the 75th anniversary of its co-creation of the Moscow Mule cocktail. To mark the milestone, Smirnoff hosted a series of immersive dinners at Tales of the Cocktail. Throughout the evening, guests were transported back in time to experience the story of the Moscow Mule in a pop-up restaurant modeled on the drink’s history. The Wonderland designed and produced the series, which it billed as the first time experiential theater has been used for a brand experience at Tales of the Cocktail.
The Wonderland aimed to recreate the set of the Cock’N Bull restaurant where the drink got its start; the pop-up took over an existing venue called the Little Gem Saloon. The creative agency weaved together 1940s-era design elements with Smirnoff branding: The setup included a recreation of a ‘40s vignette featuring vintage newspapers from 1941, mid-century furniture, and antique mementos. The setup also included a gallery wall of vintage Smirnoff advertisements.
Two large communal dining tables included props like vintage cameras and antique candelabras. Smirnoff brought in 14 actors to portray the origin of the Moscow Mule; wardrobe design for the actors evoked the 1940s time period. About 124 hours of rehearsals were behind the production, which ultimately welcomed 120 guests.
For Mezcal brand El Silencio, Riveted Events created an event with a “Storyville” theme named after the red light district in New Orleans during the early 1900s. Organizers converted the Hotel Monteleone ballroom into a period speakeasy lounge with surprising experiences for guests.
The El Silencio production included a 40-foot-long brick wall branded with an oversize logo bearing the spirit purveyor’s name in script.
The setup included a 40-foot branded faux brick-walled alley with period props. The look also included personalized “Wanted” posters featuring the brand’s ambassadors.
Customized wallpaper included peep-show holes.
Guests sipped mezcal cocktails, checked out peep shows, and stopped for mini chair massages. Promo models were dressed in vintage brothel attire.
For a surprising and suggestive twist, guests were taken to their chair massages in blindfolds and handcuffs led on a rope by the models. The guests could also watch vintage burlesque videos through peep holes on a custom-built wall. More than 1,000 guests walked through the activation over two days.
