00. Beam Global: Project Cocktail
The ultimate lifestyle destination for all things cocktail-inspired
00. Beam Global: Project Cocktail
The ultimate lifestyle destination for all things cocktail-inspired
INSIGHT
People enjoy making Cocktails. They want to be the one to create a good time for friends and family.
Encourage them to get creative and have fun. Let their inner mixologist shine.
IDEA
A Drink is just a Drink, but a Cocktail is an Event.
- Leverage the demand of consumers searching for cocktails to drive awareness of Beam brands
- Build a site that delivers recipes, and goes beyond to include engaging lifestyle content
- Create greater marketing efficiencies across the Beam group of companies
IMPACT
A Site that drives consumers to explore, play and participate in a Cocktail Lifestyle.
This phase of the project was focused on presenting the vision for Project Cocktail to all the Beam brands. Currently, iCrossing is working on this project
MY ROLE ON THE PROJECT
The work shown here was done by me as an ideation exercise for the Project Cocktail website, to serve all Beam brands. I did these sketches to illustrate the vision for the cocktail lifestyle site, and to show the proposed content and functionality.
01. Today's Cocktail Consumer
01. Today's Cocktail Consumer
The New Generation of Cocktail Consumers
We started by asking: Who is today's cocktail consumer? What is (s)he looking for? How can we design the ultimate destination for this audience?
WHO ARE WE TALKING TO
Project Cocktail site is primarily geared to the Cocktail Lifestylist, but will also attract the Recipe Searcher and Spirits Enthusiast. It is designed to be the go-to destination for all people who enjoy and want to be a part of the cocktail culture.
WHAT ARE TODAY'S COCKTAIL CONSUMERS LOOKING FOR
02. Introducing Project Cocktail
02. Introducing Project Cocktail
Mixing Cocktails should be simple, social, and above all, fun.
The Project Cocktail site is designed to be the place to find simple, smart, seasonal drink recipes. It encourages people to explore and find drinks, learn about the spirits, plan events, buy products, and be a part of the larger community of home cocktail makers.
HOME: ANNOUNCING PROJECT COCKTAIL
CONTENT CATEGORIES
Content for building the ultimate cocktail lifestyle destination
The proposed site includes recipes, and related content like stories, planning for occasions, a drink lab and shopping.
FIND DRINKS
Every month the site offers up a curated list of cocktails, including:
Classics
Definitive guide to classic cocktails.
In Season
Based on farmer’s market produce, the site shows seasonal specials
Alchohol & Brand Specific
Are you a vodka lover? Or Jim Beam addict? The site shows cocktails based on type of alchohol (whiskey, bourbon, tequila, rum, vodka & mixers) and Beam brands (Jim Beam, Maker’s Mark, Hornitos, Sauza, Cruzan, Pinnacle, Skinny Girl & DeKuyper)
Occasions
Or, you could look for special cocktails for holidays and occasions like birthdays and anniversaries
DRINKS
Each recipe acts as a visual guide.
RECIPE
Visual
Each recipe shows ingredients and quantities with a visual step-by-step process (as a video). People can add their own Recipe Notes, or refer to special instructions from a mixologist. Icons clearly highlight attributes like good for crowds, etc.
Helpful
Tools like Shopping List, Quantity Modifier (calculate quantity for a party of 20) and Tips for Party Planning are included.
RECIPE DETAIL (TOP OF PAGE)
Holidays & Occasions
Special Drinks. Party ideas. Everything you need to get ready for a special party
Local Events
Local Events in your Neighborhood. That's your chance to join exclusive tastings, meet the mixologists, and learn new cocktails and expert tricks.
DRINK LAB
Drink Lab
How-To Guides
Everything you always wanted to know: how to set up your home bar, what to serve at your next party, etc.
Inspiration & Ideas
To inspire your next memorable cocktail occasion
Collaborators
Today’s mixologists are celebrities, and have their own following. The site includes a special section that lets you learn their special secrets!
Stories
Evergreen & Modular
The site will include lifestyle content, with special relevance to Beam brands. The stories will be built to be evergreen and modular, and include links to both brands and recipes.
Editorial Calendar
The editorial calendar for the content will be built in advance, and designed to capture specific long-tail keyword opportunities
Shop
Beam Forbidden Adventure Club
The ultimate cocktail gift is an exclusive club, with access to special reserves, recipes from celebrity mixologists and drinks selected specifically tailored to taste.
Everything you Need* Forbidden Adventure Club
Books. Barware & glassware. Everything you need to setup your own authentic cocktail experience.
*Links to partner e-commerce sites deliver additional revenue.
04. Vision for Project Cocktail
04. Vision for Project Cocktail
The design team put together illustrations showing content and functionality for the site (based on the sketches). This was presented to the different Beam brands to inspire them to be a part of the proposed Project Cocktail site.
