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Beyond Meat Speakeasy, Cocktails on Draft

The latest in culinary news and brand activations. Originally published October 2017.


Experience Spotlight

Going Beyond the Speakeasy

The Impossible Burger, the infamous vegan "bleeding" burger, debuted a new experiential campaign that puts a quirky and original twist on the speakeasy. Hidden behind the façade of a Chicago butcher’s shop, a prohibition-style “MeatEasy” welcomed guests with flappers, fake meat, and live jazz. As part of the lead up to the event, consumers were exposed to mock propaganda posters and newspapers with the address hidden in headlines. In addition, Impossible Burger released a propaganda video to create a conspiracy theory around the threat of faux meat to meat-loving Chicago. While the tone of the event is not consistent with the brand, the Meat Easy makes a splash with its connection to Chicago's culinary culture of sausage.


 

Trend Spotlight

Affordable Cocktails on Draft

As early as 2009, following the craft brew boom, draft cocktails entered the scene. Unfortunately, they were crafted for speed rather than taste- until now. Yours Sincerely, is a bar in Bushwick igniting the on-tap trend by focusing on flavor and creating craft draft cocktails for value. Yours Sincerely manages to play to the strengths of draft cocktails, speed and value, while also investing in the chemistry and technique to keep the drinks well-balanced. Compared to regular cocktails, the price is 40% lower and the bar tenders can move drinks at the speed of a nightclub. As a quick event concept, the presentation is fun and whimsical.


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