The cocktail competition was held with the aim of developing new Irish cocktails that will appeal to the Chinese consumer. The competition was hosted by two local celebrity MCs, Zhu Zhen and Nini. Bartenders were judged by a panel of 4 judges comprised of other local celebrities and VIP guests.
Following the cocktail competition was the “Irish Party Night”. In order to stimulate sales, lucky draws took place from 10:00 pm until midnight. The winners of each lucky draw received a variety of prizes including ipods and even a laptop computer. Exposure to the targeted brands was increased not only through the competition and lucky draw, but also POP materials and brochures which were specially produced for the event.
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