Chambord targets new audience with London pop-up pub

The Bacardi Brown-Forman brand announced its latest summer experiential event in the heart of Soho, central London, as part of the liqueur’s summer 2017 campaign spanning across out-of-home advertising, digital and experiential.

Le Crown & Cactus, which will be open from 13 to 15 July at 15 Bateman Street, will welcome consumers to sample one of Chambord’s key serves – the Chambord Royale, the French Martini and the Chambord Bramble. 

The latest event follows the success of the Chambord Chapter Eight Games in 2015 and 2016.

Vital role in driving awareness

The Chambord Royale will take centre stage at the Chambord Royale Bubble Bar, where bar team Heads, Hearts and Tails will show guests how to embellish their drink with additions such as edible glitter, rose petals and popping candy.

Chambord brand manager Laura Smith outlined how the success of previous events gave inspiration for the pop-up pub.

She said: “Experiential events have played a vital role in driving awareness and word-of-mouth among Chambord’s target female audience, while attracting new consumers in an environment that fully immerses them in the Chambord world.

“After the success of the Chambord Chapter Eight Games, we wanted to offer a new experience that puts Chambord firmly in our targets' real lives, their local pub, while continuing to tap into the sociable summer occasion.”

Perfect summer complement

Smith hailed Le Crown & Cactus as the “perfect summer complement” to the launch of the brand’s first out-of-home campaign at the start of summer.

She added: “By bringing to life three different bar settings within one venue, we get the opportunity to educate and inspire consumers on what Chambord is and, importantly, how to enjoy it with friends.”

Chambord will be serving French Martinis while offering twists on the Bramble gin cocktail in the outside-inside pub garden.

There will also be non-alcoholic options available, including Raspberry Cooler, and guests will be able to play garden games outside or explore the Champagne Cellar.