Does anyone remember when exactly the mojito became the ubiquitous cocktail? Well, it did, and it is. You can’t move for ’em, they’re like a big green, minty fresh Sasquatch harrying you wherever you go. Which is, of course, not an entirely bad thing – as far as big, hairy omnipresent cocktails go, the mojito is a damn fine beast. They’re refreshing, utterly brimming with taste, and you can drink several in quick succession, and still want more… and they, in anyone’s book, are the key ingredients for a drink’s success.
Cuban brand Havana Club understandably know their way around a mojito, they also recognise the market, and as such; they’ve gone and built a temple to the world’s cocktail of choice. With a little help from London-based designers Campaign, The Havana Club Mojito Embassy debuted recently in Milan – for just two weeks. Evoking the spirit of Cuba, there’s a do it yourself Mojito Market and Market Bar, whilst the Cantinero Bar offers a live programme of Cuban entertainment.
Sure, it’s all big-brand experiential marketing; but rarely are these sorts of things pulled off which such style and éclat – this is brand activity entering the realm of the ‘must-go’ destination bars. Oh, and don’t worry about the pop-up being closed – unless you’re in Milan, that is – it’s going on tour… set to arrive in Brussels on 29th June, with dates in Portugal, France and blighty to be announced soon.
