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The Magnificent Seven

Reserve Brands Group, the luxury marketing arm of drinks giant Diageo, has partnered with digital agency 20:20 London to deliver an online film: The four-minute movie, entitled “The Magnificent Seven”, forms part of a global programme, World Class, which aims to nurture talent in the bartending industry.

Targeted at high-end bartenders in 26 countries, including the UK, Japan and the US, the film plays creatively with “The Magnificent Seven” – all bartending gurus – who display their unique personalities and bartending styles. Working as a team, the Seven pour drinks, pass shakers and even craft an ice diamond to make the ultimate round of cocktails.

The creative twist? They are not even in the same bar.

Says Peter Riley, Creative Partner at 20:20 London, “trade communications often lack the creativity that is standard in consumer campaigns. Luxury bartenders are some of the world’s most switched-on consumers. In the World Class campaign, and on the website, we treat them as such.”

Fronted by the three-Michelin-star chef Marco Pierre White and the American bartending deity Dale DeGroff, the World Class programme aims to raise the status of bartenders from service workers to “liquid chefs” and bring outstanding drinks to bars from Amsterdam to Taipei.

Many of the gurus who feature in the promo are already working with bartenders around the world to bring their craft to the highest possible level through Reserve Brands Group’s Luxury Forums. All will be present at the final of the competition in London this July.

About the Reserve Brands Group
Reserve Brands Group is the boutique luxury division of Diageo, the world's leading drinks business. The core portfolio includes Johnnie Walker Blue Label and Johnnie Walker Blue Label King George V Edition whiskies, Johnnie Walker Gold Label whisky, Talisker single malt whiskies, Tanqueray No. Ten gin, Cîroc and Ketel One vodkas, Jose Cuervo Platino and Don Julio tequilas, and Zacapa rum.

1 April 2009 - Felicity Murray