Havana Club launches 'mintfields experience' to promote Cuban Mojito

Published: 17 August, 2011

Havana Club has teamed up with UK guerrilla gardener, Richard Reynolds to launch a series of pop up urban mint gardens in four UK cities to promote the Cuban Mojito.

The Mintfields team will be visiting Brighton, Manchester and Liverpool and passers by will be invited to walk around the pop up garden as it is being created.

Launched this month in Shoreditch London, the urban mint garden was created using Havana Club crates and various other recycled items alongside Havana Club 3 Year Old, to show how fresh mint is an essential ingredient for creating a genuine Mojito.

Visitors will receive one of 30,000 free mint seed packs containing the recipe and details of local bars where the cocktail is being served.

Havana Club is also providing local participating bars with Havana Club mint planters and 'handmade' unique Cuban style letter press promotional posters.

Patrick Venning, head of marketing, Pernod Ricard UK, said: "The Mintfields experience educates consumers about Havana Club and its authentic Cuban heritage and why they should only use genuine premium ingredients, such as fresh mint, when making an authentic Cuban Mojito cocktail at home, or when ordering it in a bar."

The experiential activity is being supported with print and online advertising.

Printer friendly version