Gooderham & Warts
In 2022, Spirit of York and Gooderham & Worts teamed up to launch their partnership at the Distillery Holiday Market with a festive “Home for the Holidays” experience.
The Challenge:
The objective was to spotlight the new collaboration, drive awareness through media and influencers, and create a destination that encouraged cocktail enjoyment, education, and retail sales.
The Approach:
We transformed the SOY patio into a cozy, holiday-themed gathering space with branded décor, immersive touches, a VIP launch event, cocktail masterclasses, and unique merchandise.
Engagement
The activation welcomed nearly 20,000 guests, drew coverage in Toronto Life, and generated over 28,000 digital impressions. Influencers and media amplified the experience, boosting visibility.
Conclusion
The project positioned SOY and G&W as premium, locally rooted spirits brands while delivering a memorable seasonal experience that connected with both community and culture.
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