The Brief

Created as part of the Cocktail Revolution, the Pub with No Beer explores how Schweppes attempts to encourage their toughest customer, the beer lovin’ Aussie, to try something different. Be it a Fluffy Duck, a Mojito or even a Scotch and Soda, Schweppes wanted to liberate people from their boring drinking routines.

Describe how the promotion developed from concept to implementation

What would happen if you turned the beer taps off in a 100-year-old Aussie pub? That’s exactly what Schweppes aimed to find out in “The Pub With No Beer”. The first step was convincing the Publicans at the Old Hepburn Hotel in Victoria to turn off the beer taps for a long weekend, something that had never happened in over 100 years. In return, Schweppes would provide all the tools, ingredients and training needed to make cocktails for their thirsty customers.

Describe the success of the promotion with both client and consumer including some quantifiable results

Over the weekend, more than 3000 cocktails were served and the conversion rate was 99.9%. (But you shoulda seen the 0.1%…)

Explain why the method of promotion was most relevant to the product or service

The Pub With No Beer perfectly captures the reactions of the colourful local regulars, bar staff and a visiting Bikie Gang, when they find out their usual stubby has been replaced with a freshly made cocktail. At first, customers were a tad unsure, but when they actually started to taste the cocktails, it wasn't long before they changed their tune.