In response to the challenge of propelling the relatively niche spirit, Raki, into the global mainstream, our team embarked on a journey to craft a comprehensive drinks strategy for Yeni Raki.
Project overview
Recognising the importance of both visual appeal and accessibility, we meticulously developed a suite of nine signature serves. Each concoction not only captured attention but also celebrated the authentic Turkish experience by incorporating essential food pairings integral to Raki consumption. The strategy highlighted a lesser-known aspect, the 'ice issue' of pouring, educating consumers about the perfect serving conditions. Standouts like the Turkish Grasshopper, featuring double cream and white chocolate, the Lion's Milk Mule with pineapple, vanilla, and ginger, and the Istan-Ball infused with elderflower and lime, became stars of our internal workshop in Istanbul and the subsequent trial run at Bar Convent Berlin. The resounding success among trade audiences paved the way for consumer feedback, garnered at two Raki masterclasses hosted in London the following month. Ultimately, our carefully curated drinks not only resonated well with consumers but also succeeded in putting Yeni Raki on the global map.
"I am writing to extend our deepest gratitude for the exceptional whisky experience tour we had with you in Edinburgh. It's evident that your team embodies the essence of Scottish hospitality."
Johnnie WalkeR
"It’s by far the best brand execution we’ve ever done and the word has spread internally that it was a triumph. Barrie, the drinks were insane – I don’t know how you do it, but every detail and the team you managed to curate was spot on – delighted."
The Dalmore
"You really did take the brief and really exceed our expectations on everything. Everyone thoroughly enjoyed the cocktails presented (you were right they were absolutely banging) and we can’t wait to launch them into the menu. "
Bubble food
"I want to thank you for an amazing week. It has been an absolute pleasure to work with you guys."