Being a coconut white rum this product was an acquired taste. So we decided to create easy to make
cocktails. But we needed a strong sales approach. We connected with very popular pubs, shacks and restaurants in Goa for cocktail tasting events. We branded these events – MAKABI NIGHTS.
During the events guests were served Makabi based cocktails and we took their reviews on camera.
Not only did this give us high engagement social media but gave an opportunity for Tonia Liquor Industries sales teams to even stock their other product like whiskey, wine, gin, etc. at the outlets we held the events. The owners were convinced about the brand as they saw the very positive reactions from customers live at the outlets. It was a productive and effective sales and brand building exercise. The response on social media was very prolific. And two Goan characters – Tony and Vinod
commented on each post/video, in an endearing way.