Angel's Envy Bourbons
Manhattan Week was established as a celebration of the iconic Manhattan cocktail, uniting mixologists, bartenders, and cocktail enthusiasts to honor the rich heritage of this classic drink. Over the years, it has evolved into a highly anticipated annual event that showcases the artistry of cocktail-making while highlighting its cultural significance.
For Angel's Envy, being at the center of Manhattan Week was crucial for enhancing brand visibility and increasing market share. As the event attracts both industry professionals and discerning consumers, Angel's Envy aimed to foster a deep association through storytelling.
Every ingredient, garnish, and pairing offered an opportunity to convey something new.
On-Site Activation
More than ever, arbiters of culture are inspiring widespread consumer adoption. While many are familiar with Manhattan cocktails, not all find them enticing. In partnership with Invisible North, we created an immersive experience that leveraged the Manhattan cocktail as a conduit for showcasing Angel's Envy's artisanal legacy, distinctive finishings, and award-winning distillation process.
To achieve this, we developed five vignettes that highlighted the cocktail's essential elements—whiskey, ice, vermouth, bitters, and finishings. Guests had the opportunity to fully immerse themselves in each vignette, engaging their senses and discovering unique ways to personalize the cocktail according to their individual preferences.
The two-day event took place on the glass-enclosed terrace of SECOND, located just beneath Hotel Eventi. Invited guests explored the intricacies of the Manhattan cocktail and its storied history through a self-guided installation of discovery.
As part of the program, we spotlighted exceptional cocktails crafted by renowned NYC bartenders in the Manhattan Cocktail Hall of Fame. Each featured bartender was honored with a portrait, accompanied by their unique recipe and a brief write-up detailing the inspiration behind their creations. The 2024 Hall of Fame celebrated luminaries such as Robin Robinson, Philip Greene, and Dale Degroff.
To leave a lasting impression, each guest had the opportunity to receive a complimentary flask, which could be engraved on-site. DJ Jade Croo provided the evening’s soundtrack, blending melodic and electronic elements across the genres of House, R&B, Disco, and Dance.
