Above all else, bourbon is a classic men’s spirit, and Prohibition at the W Hotel Minneapolis – The Foshay capitalized on this at the Men of Distinction launch party for Maker’s 46, the first brand extension by Maker’s Mark in 50 years.
“They contacted us to be one of the few places in Minneapolis to serve the spirit, and they asked us to come up with an idea for a launch event,” explains Brian Johnson, general manager of the 27th floor speakeasy-style bar at the hotel. Their plan: Host a complimentary event for affluent cocktail enthusiast males aged 30 to 50 featuring shoe shines, hand-rolled cigars and a special Manhattan incorporating Maker’s 46.
Johnson and his staff used the bar’s parent company’s e-mail list of 30,000 people as well as Facebook and other social media platforms to target their demographic.
The event was a huge success, attracting about 200 people and building awareness for the spirit on Prohibition’s backbar. “We left that Manhattan on our menu after the event,” says Johnson. “We think this spirit is going to be a huge seller for us because it fits so perfectly with everything we feel is striking about our venue — a sense of style, a dedication to fresh ingredients and exquisite cocktails.”