The St-Germain Spritz Experience tour has opened. It is created to spread and share the brand experience of the Bacardi Group’s fresh elderflower liqueur. For the third consecutive year, the project is curated, from the creative idea to the communication strategy to the tactical management, by Inventa TRO.

“This is not a simple tour, but rather an immersive experience in the brand’s values,” says Antonio Magaraci, Managing Director of Inventa TRO “We have conceived and created a complex project to involve St-Germain’s key targets – consumers and bartenders – through initiatives that stimulate the emotional connection with the brand, that enrich the participants’ experience and remain anchored in their memory”.

This is not a simple tour, but an immersive experience in the values ​​of the St-Germain brand.

320 stops throughout Italy, 50% more than last year, starting in Milan and Turin.
Engagement activities are planned to introduce St-Germain Spritz to consumers, and also the potential that the liqueur offers to bartenders. The tour will offer 4 special St-Germain Nights in which the brand experience will be extended to multiple venues at the same time.

The first of these events will be on July 13 in Santa Margherita Ligure. In addition to the events in the venues, Inventa TRO has studied and created a series of advocacy activities aimed at bartenders.
In collaboration with St-Germain Brand Ambassador Rachele Giglioni, we’ll organize an overall 40 sessions dedicated to St-Germain mixology and 3 masterclasses, to discuss the creation of new cocktails.

The project is completed with another new feature. A dedicated Instagram channel has been introduced – stgermain_spritzexperience – to share the experiences of each stop and the recipes created by the bartenders.

Given the results achieved in recent years – with an average of 75 cocktails sold per evening in 2018 – the Bacardi Group and Inventa TRO have ambitious goals.