MEDIA KIT
EXHIBITOR FILE
5TH EDITION
THE COCKTAIL The word "cocktail" appeared for the first time in 1806, in an American newspaper called "The Balance and Columbian Repository" published in the city of Hudson in the state of New York. The editor described the word in response to a reader who had read it in an article the week before, and wanted to know where it came from. We understand from this that it is a new beverage, described as follows: "The cocktail is a stimulating liquor, composed of spirits of any kind, sugar, water and bitters – it is vulgarly called bittered sling." More than 200 years later, the cocktail stimulates bars today. It is an establishment's proof of quality and know-how. It is an asset, an attractive business card and it is the value of recognition of a demanding clientele. A clientele which wants to be informed at all times.
"The cocktail is simple, but like everything related to taste, it requires knowledge and precision."
Fernando Castellon Founder of Paris Cocktail Festival
Pitch
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Context
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Visitors
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Cocktail Day's fair contract
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Cocktail Day’s venue
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Why exhibit at Paris Cocktail Festival ?
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PR & communication
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Organizers
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PITCH
THE FESTIVAL OF THE COCKTAIL CULTURE For several years, the cocktail has been making its comeback among an epicurean and gastronomic clientele. It has benefited from the opening of several cocktail bars and from work in-the-field carried out by a number of brands. Today, the cocktail is aspiring to move out of the little circle of trendy fans and trailblazing spirits. It needs a more popular edge, driven by all convivial drinks and open to a wider audience.
The cocktail is a state of mind, but also a brilliant vector of conviviality and sharing. Let's re-adopt its culture, the cocktail culture.
A MUSICAL EVENING Come and listen to the best of modern pop while you sip a delicious cocktail during a trendy evening fuelled by music. A NIGHT AT THE MOVIES Re-discover a movie classic while you sip the cocktail it spotlights (Turquoise Blue in Cocktail, Vodka Martini in James Bond, White Russian in The Big Lebowski, Manhattan in Some Like It Hot). A GOURMET DINNER Try out the new food-pairing trend where top chefs pair their dishes with the best cocktails..
And don't miss the grand finale on Sunday 27th November at the Elysée Montmartre
Paris Cocktail Festival wants to spread cocktail knowledge to the masses, to be as informative as possible, to recall the bases. A very high number of brands and beverages can be enjoyed in a cocktail. Paris Cocktail Festival wants to be the national sounding board for players from the entire branch of convivial beverages: spirits, beers, ciders, soft drinks, fruit juices, still and sparkling wines, for an informed amateur and professional audience. Paris Cocktail Festival vwants to radiate for several days over the whole of Paris with innovative and fun events: A GOURMET RALLY A ten-step trail through unusual places in the city to learn whilst having fun. COLLABORATION BETWEEN BARTENDERS The chance to taste recipes invented by two or more bartenders through spontaneous or planned meetings in the best cocktail bars in Paris. A HISTORICAL TOUR OF PARIS Go back in time on our tour bus with a cocktail historian.
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THE FESTIVAL OF THE COCKTAIL CULTURE Paris Cocktail Festival is a 2-day extravaganza all over Paris + a tasting fair, The Cocktail Day. This enhanced formula of Paris Cocktail Festival is the chance to: √√ OPEN UP THE COCKTAIL CULTURE to the masses, by joining it with gastronomy, lifestyle, history and culture.
√√ DISCOVER current consumption patterns with innovative tasting experiences, practical workshops and conferences on up-to-date subjects. ƣƣ PARIS COCKTAIL FESTIVAL, THE MELTING POT OF EXPERIMENTATION
√√ SHARE COCKTAIL VALUES over good times, in a friendly
ƣƣ PARIS COCKTAIL FESTIVAL, THE BROADENING TRADE SHOW
atmosphere and unique venues, with friends or connoisseurs. ƣƣ PARIS COCKTAIL FESTIVAL, AN ENJOYABLE TIME
√√ TASTE the finest selection of signature cocktails from brands and/or creations from the most talented bartenders of their generation.
PARIS COCKTAIL FESTIVAL 2016
ƣƣ PARIS COCKTAIL FESTIVAL, THE TASTING AND RE(DISCOVERY) TRADE SHOW
COCKTAIL CULTURE (TWO DAYS OF HIGHLIGHTS IN PARIS) — Dates: 25 and 26 November Venues: all over Paris
√√ MEET producers from all over the world; trade professionals from the liquid category, the most well-known personalities (barmen, experts, journalists) or simply fans, be they novices, regulars or well-informed.
COCKTAIL DAY (TASTING EVENT) — Date: 27 November Venue: Elysée Montmartre 72 bd de Rochechouart – Paris 18th Time: 1pm to 7pm Price: : €25 for the day for non-professionals – free for professionals (by invitation only) Tickets: www.paris-cocktail-festival.com France Billet network: Carrefour, Fnac, Géant, www.francebillet.com
ƣƣ PARIS COCKTAIL FESTIVAL, A PLACE OF EXCHANGE
√√ GIVE VALUE to the work of producers and brands, by rightfully (re)positioning their know-how at the centre of attention, by optimising tasting conditions. ƣƣ PARIS COCKTAIL FESTIVAL, AN IMAGE VECTOR
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context Paris, the capital of taste, is hosting an event to celebrate the cocktail, providing a stage on which the cocktail culture can express itself, be recognised and visible
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Cocktail fans are increasingly knowledgeable. Less than ten years ago, there were no cocktail bars in the streets of Paris. Therefore, there weren't any customers. Today, the situation has turned around, with a cocktail bar opening practically every week and customers showing their loyalty. These customers belong to the "Paris of taste", to "Paris that goes out", to "Epicurean Paris", and they want new flavours. They give meaning to what they drink. Their vocabulary increases to describe the cocktail; they share what they taste. And they can make them at home with friends or family. Let's instruct them so they have the keys to make successful cocktails!
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There have never been so many cocktail bars and bartenders have never been so well known. In a gloomy context for the HORECA sector, cocktail bars are prospering. They enjoy a lucrative positioning as long as the product range and service quality meet expectations. Bartenders, male or female, are also one of the keys to success. As ambassadors and collateral for their establishment, they hold today's key to success. The best have become icons of today's generation. Let's spotlight the bars and bartenders who have something to say.
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The cocktail is an image vector for all categories. For many years, spirits have been promoting their assets used in mixed drinks. With a certain amount of success, they have opened the way. Soft drinks, fruit juices, beers and wines have now joined them. All categories can be appreciated alone, but also in a cocktail. You just have to find the right recipe to appeal to many. What better than a cocktail trade show to carry out a life-size test?
The cocktail is ready to make the jump: The cocktail is no longer the preserve of trendy Parisian bars and is ready to REACH OUT to all professionals: local bistros, large hotels or well-known restaurants. Non-professionals are ready to EXPERIMENT and to make cocktails at home. After cooking and baking, cocktailmaking is set to become the favourite new pastime of epicureans. We're betting on it. And with fewer ingredients, basic equipment and simple techniques, there is no end to the possibilities!
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There are no boundaries. France is the playground for international brands. Our French spirits export well. And a cocktail is often the entry point for brands in targeted countries. Customers travel and they like to find their favourite cocktails wherever they go.
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The cocktail phenomenon is thriving outside of Paris too. With Lyon in the lead, the cocktail culture is opening up in France and it's just the beginning. The largest cities now have cocktail bars: Marseille, Montpellier, Lille, Bordeaux, Strasbourg, Rennes, Nantes, etc. Now is the right moment to bring regional scenes together in a national event.
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Visitors Paris Cocktail Festival is an event to develop the cocktail market, promote all convivial beverages (with or without alcohol), and bring together its players and fans. Paris Cocktail Festival attracts three types of visitor: wellinformed non-professionals, professionals in the beverage branch, and the media. 1 - Non-professionals The cocktail universe is appealing and fascinating. Cocktailloving non-professionals have already acquired some knowledge: cocktail names and the best places to find them. They are growing in number and the occasional amateur is turning into a (very) well-informed specialist. Paris Cocktail Festival is for each of them. Through tasting, they can meet other amateurs, share and discover, regardless of their level of knowledge. However, Paris Cocktail Festival is not for the casual visitor. It targets dynamic and interested visitors who will recommend to others. COCKTAIL DAY TICKET : 1PM TO 7PM – PRICE €25
the mid and high-end HORECA segment seeking a range to stand apart from competitors. ƣƣ THE PROFESSIONAL COCKTAIL DAY VISITOR IS A BRAND RELAY.
3 - Journalists Paris Cocktail Festival targets all media. The specialised journalist will find all information relating to upcoming new products, brush up on what he/she already knows and forge new contacts. The lifestyle, trends or gourmet press will be surprised by the vast wealth of the cocktail universe: its personalities, its history or the history of brands and distilleries, its techniques and consumption patterns. The more generalist news or economic media will find substance for in-depth coverage of a buoyant and dynamic business sector, far from the clichés traditionally conveyed. ƣƣ THE COCKTAIL DAY MEDIA VISITOR GIVES MEANING.
ƣƣ THE NON-PROFESSIONAL COCKTAIL DAY VISITOR IS SOMEONE WHO RECOMMENDS.
2- Professionals All distribution channels are concerned by this demand for cocktails and quality ingredients: from supermarkets to specialised boutiques to bars and restaurants. Paris Cocktail Festival wants to bring together under one roof all players from selective networks and recommenders: corporate buyers from the luxury segment, chain stores, independent boutiques or
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5TH EDITION
PARIS COCKTAIL FESTIVAL’S COCKTAIL DAY ÉLYSÉE MONTMARTRE – NOVEMBER 27TH
The Paris Cocktail Festival Cocktail Day will not be like a giant bar or a conventional trade fair. It is a tasting show. For this, Paris Cocktail Festival wants to provide the best conditions for tasting, passing on the right practices and instilling responsibility.
a water fountain in each area will also be available in quantity. The exercise requires sufficient water to be consumed between each tasting.
BACKDROP
INDIVIDUAL RESPONSIBILITY
To give a high-end image to the show, but at the same time to remain accessible to all exhibitors and offer optimum visibility to all, Paris Cocktail Festival supplies a turnkey stand and all signage materials. This means that all exhibitors will be under the same sign. No other signage will be accepted.
Paris Cocktail Festival encourages each exhibitor not to offer large quantities to taste. A mini-cocktail is better than a full glass that takes too long to taste. This is sufficient to appreciate any cocktail properly.
ƣƣ PARIS COCKTAIL FESTIVAL, SHOWING ONE'S BEST SIDE
ƣƣ PARIS COCKTAIL FESTIVAL, PASSING ON THE ART OF TASTING
ƣƣ PARIS COCKTAIL FESTIVAL, ASSUMING RESPONSIBILITY
OPTIMAL CONDITIONS On each stand, a specific glass will be handed out, suitable for the cocktails served and offering all the guaranties (seethrough glass, normal size) to appreciate each tasting in the best possible light, whether served at room temperature or chilled. Clean glasses will be permanently available so they can be changed at any time if necessary. ƣƣ PARIS COCKTAIL FESTIVAL, OFFERING A UNIQUE EXPERIENCE
THE RIGHT PRACTICES Each stand – tasting or highlight – will have spittoons. It is not necessary to swallow a large quantity of each cocktail to fully appreciate its characteristics. Bottled water on the stands and
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5TH EDITION
COCKTAIL DAY's VENUE
Practical information
The Élysée Montmartre is a mythical venue steeped in history and emotion. Located in the partying heart of Paris, this room had a thousand lives before being listed as a historical monument in 1988: ballroom, cabaret, theatre, private club and then concert hall with an eclectic selection of music. Almost unknowingly, the Élysée Montmartre has always been in with the times and never far from the heart of things. Yesterday Abbesses, today SoPi (South Pigalle), where Rue Frochot is the backbone for the Parisian cocktail scene with its many trendy addresses. After a devastating fire in 2010, the Élysée Montmartre opens its doors in September. Faithfully rebuilt, it symbolises the ideal venue – slightly bohemian, still roguish and resolutely festive – for the cocktail, offering its values of renewal and exigency.
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ÉLYSÉE MONTMARTRE 72 boulevard de Rochechouart Paris 18th — Metro stations: Lines 2, 4 and 12 (Anvers) — Bus: Lines 30, 54 (Anvers – Sacré Cœur)
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WHY EXHIBIT AT PARIS COCKTAIL FESTIVAL? Play a role in promoting the French market
Win over amateurs
The cocktail is a high added-value consumer product. It enjoys a strong qualitative image. And it must stay that way. Paris Cocktail Festival contributes to this enhancement of the cocktail category. The market is growing and still has room to grow, in the HORECA sector and in individuals' homes via both specialists and supermarkets. Together, let's shake things up to release "real" cocktail consumption.
In France, consumers are drinking less, but better. They are constantly looking for new ideas and new tasting experiences. This is profoundly changing consumer habits, and also having a direct impact on brands' positioning and visibility. To get one's mixology range or product noticed, what better way than to be able to taste them at a tasting show? In contact with producers or specialists, visitors will have all the information they need to appreciate them and tell their friends about them. All visitors who pay to attend tasting shows become the best prescribers for the brands they tasted and enjoyed.
Be seen in an ultra-specialised field The opportunities for cocktail brands to be seen and heard are not many. Paris Cocktail Festival is one of these opportunities, and in addition is widely covered nationally, and even internationally, thanks to social networks. Paris Cocktail Festival has pulled out all the stops prior to the event to increase visibility for players in the category. During the event, it is up to the brands to be seen and heard among consumers, professionals or opinion formers: to explain who they are, how to use them in a cocktail, where they are sold, etc. Such questions need to be answered within the framework of an event which is a sounding board in a value-adding context.
Recruit professional customers In view of the diversity of the current range of spirits, soft drinks, fruit juices, beers and wines, it is important to identify one's mixology range or reference, because they are not always clearly identified by professionals. This is made easy thanks to the many opportunities for closeness provided by a trade show. Paris Cocktail Festival is ideal for recruiting new customers or developing the loyalty of existing ones. This usually requires energy and inventiveness, and often the cost of customer acquisition or loyalty-building is one of the most closely guarded secrets of companies: either because they do not know it exactly, or because it is very high. Exhibiting at a trade show is the occasion to meet potential and professional customers in a friendly context, outside their usual working environment. And the cost of contact is far lower.
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Test your qualities To know what's best, you first need to know what's good. And there are as many right answers as there are tasters. For some, it will be the taste, or the tasting experience; for others, it will be value for money or production regularity. If the tasting conditions are good and identical, all of the liquids presented have the same chance.
Meet your peers Taking part in an event like Paris Cocktail Festival is all about meeting customers – amateur or professional – and also your peers. In a context of globalisation, the world of the liquid category in France is too small to avoid one another. And there are not many opportunities to share with responsible players, regardless of size – just once a year. That leaves the rest of the year to be rivals!
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PR & COMMUNICATION Paris Cocktail Festival has to develop an ambitious and targeted advertising policy to continue to exist. Ambitious in order to provide enough visibility to make the project a success and because the cocktail deserves it, and targeted because Paris Cocktail Festival does not want to attract casual visitors, be they non-professional or professional. The success of the project also depends on the quality of the visitors. Advertising for Paris Cocktail Festival (budget between €30 and €50K) shall consist of a number of tools and resources implemented gradually, based on a reverse schedule which starts now.
A dedicated website www.paris-cocktail-festival.com is the showcase for the event. Simple and highly visual, it is ergonomic and very informative. The aim is to give a good image of the event and its exhibitors and make it easy for visitors to come. It will be online and fully operational as of Thursday 1st September. www.paris-cocktail-festival.com will help you prepare your visit (programme, access, tickets), show you the Cocktail Day exhibitor list updated in real-time and inform you of the bars where the Bar Twist events will take place. It will be the relay of the "visitor guide", with a description of each cocktail and the brands available for tasting. It will present all the highlights and each participant.
Social networks Social networks (Facebook, Twitter, Instagram) are unavoidable today and will be at the heart of the Paris Cocktail Festival advertising strategy. A trade show is a medium which puts exhibitors and visitors in contact, but it's also a community that shares information. As exchanges and meetings form the basis of the Paris Cocktail Festival identity and project, there will be many posts and photos prior to the show, during the show and also between two editions. This is to stay in touch.
The press conference To present Paris Cocktail Festival as an event and establish it as a sounding board, a press conference is the perfect solution. Due to its official nature, this type of publicity generally has a big impact on journalists. It's the opportunity to present the concept, the different participants and the first exhibitors.
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ƣƣ PARIS COCKTAIL FESTIVAL WILL BE HOLDING ITS PRESS CONFERENCE ON MONDAY 17TH OCTOBER.
Press relations Contact with journalists and bloggers will be very regular prior to the show via a series of press releases on the highlights of Paris Cocktail Festival: its concept, its exhibitors, its events, its success. Following the numerous media reports (over 150) for the Planète Bière and France Quintessence trade shows, Paris Cocktail Festival has recruited the services of the agency Born To Be Wine, whose founder, Aurélie Rovnanik, is a known professional among French wine, beer, spirits and lifestyle journalists.
Media partners Paris Cocktail Festival aims to forge partnerships with the main media players in the cocktail and lifestyle world, in France and internationally, in order to relay the show's advertising and poster.
POS advertising Conventional promotional tools – posters and flyers – have also been developed and will be disseminated among a targeted audience of amateurs and professionals via the HORECA sector and large specialists all over France.
ƣƣ THE VISITOR GUIDE
This will present all exhibitors and highlights of Paris Cocktail Festival. It will also include practical information and map. It will be handed out at the show's entrance to each visitor, but will also be distributed prior to the show in relevant places (specialists, HORECA). 20,000 copies will be printed and disseminated from 2nd November.
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ORGANIZERS The company, Amuse-bouche, was created by two communication, publishing and event professionals, known for many years in the world of convivial beverages. It started Planète Bière, the first beer-tasting trade show in France, and France Quintessence, the first spirit-tasting trade show in France. Planète Bière brings in 3,500 visitors (2,000 nonprofessionals, 1,600 professionals – specialists, HORECA and mass market) in March to the Tapis Rouge venue in Paris. The show benefits from exceptional media coverage with over 150 articles. France Quintessence presents 80 producers of French spirits and attracts 1,500 visitors (including 800 professionals). Amuse-Bouche puts its expertise to the service of brands and companies seeking an event organiser with knowledge of all requirements, be they logistics, marketing or PR. WWW.PLANETE-BIERE.COM WWW.FRANCE-QUINTESSENCE.FR
les Nuls), he naturally has good knowledge of the media and also the market and players of the cocktail world.
Franck Poncelet Since 2006, Franck Poncelet has published the magazines Barmag and Cocktail Deluxe. The first is a free monthly which meets the demands of the beverages sector and is available in the trendiest and most prestigious establishments in the main cities in France. Cocktail Deluxe, launched in 2008, is the showcase for the finest cocktail creations. Readers are epicurean and curious and like to discover the latest new products (cocktails, beers and spirits), new consumption patterns and all venues where they can have a good time with friends. Since their creation, Barmag and Cocktail Deluxe have always given value to the cocktail and its players. Barmag is and has been the partner since their creation of the main Parisian tasting trade shows: Planète Bière in March, Rhum Fest Paris in April, France Quintessence in September and previously Cocktails Spirits, Whisky Live and many others.
Fernando Castellon After being trained in London, which had its cocktail revival in the middle of the 1990s, he worked in a number of different establishments before joining LVMH group as "Global Brand Ambassador". A fluent speaker of French, English and Spanish, he toured the world visiting over 40 countries and then accompanied the development of the cocktail in France with numerous actions such as re-printing old books (Larousse des Cocktails, Grand Livre du Bar et des Cocktails, Cocktail Party, creator of a competition of excellence: the Trophées du Bar (14th edition to be published)). Passionate about authentic products and the history of the cocktail and its brands, he continues to expand and pass on his knowledge. He is known as an international expert both in terms of the history of the cocktail and spirits, and his vision of the profession.
Philippe Jugé After working for twelve years in the world of the music press, Philippe Jugé happily plunged into the world of whisky in 2006. Publisher of the French version of Whisky Magazine, which he opened up to all spirits in 2010, he was also behind the Whisky Live trade show (Paris, Lyon, Marseille, Strasbourg, Bordeaux, Singapore) for many years. He worked on around twenty editions, half of which as organiser. His vast experience and expertise in the organisation and logistics of tasting shows promise the success of Paris Cocktail Festival. A recognised specialised journalist and successful author (Le Whisky pour
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SARL AMUSE-BOUCHE – PARIS COCKTAIL FESTIVAL 29-31 RUE DES TERRES AU CURÉ – 75013 PARIS – TEL. +33 (0)1 44 23 10 60 / 61 – +33 (0)6 81 82 49 49 WWW.PARIS-COCKTAIL-FESTIVAL.COM
