Quintessential Brands created “The Soho Shebeen” Irish Pop-Up Bar in Soho to launch their four new Irish Spirits. The brief was to communicate the key attributes of the individual four Irish brands to trade and media influencers with a limited budget , reaching as many people as possible in a very short period of time (just two weeks – this was on the run up to Christmas). The results of the launch exceeded expectations with over 1,000 consumers being served 2,600 unique cocktails, 57 journalists through the doors and a media reach of 51 million people through online and print, both consumer and trade. Publications included Time Out, The Daily Mail, Mr Hyde, ShortList Magazine and Express.co.uk. Major listings were achieved for the four Irish Spirit brands on the back of the launch activity.