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OLD FASHIONED WEEK: WHAT IS IT? Launched in Paris, in 2015 on the initiative of Michael Landart (Maria Loca) and Cyrille Hugon, Old Fashioned Week involved 50 landmark bars in , which then grew to 180 international bars in 2016, with 14 countries involved. 2017 is set to triple this target targeting up to 30 countries. OFW is an event that is open to all establishments that lay claim to serving a quality cocktail and are ionate about cocktail culture. The OFW it’s about respecting tradition, but letting imagination loose. If a bar considered the serve to be in the spirit of an Old Fashioned, then that’s good enough for us. Last year we had many examples of OFW menus, some really embraced the concept and had fun with it. Indeed, one of the strengths of Old Fashioned Week is that it allows the collective energies and networks of all the participating sponsors while leaving enough space and freedom for the bars to express themselves.

BAR REGISTRATION your bar and recipes @ www.old-fashioned-week.com Make sure to check additional details to meet the event’s goal and conditions of participation (a minimum of two serves, and to use at least two of the sponsor brands, along with Angostura as the official bitters of OFW 2017). If you need my assistance on this matter, let me know, I am here for you, anytime ! Key Details: -

To participate your bar, must commit to use a minimum of 2 out of the 4 spirits sponsors listed below and create a recipe with each 1. Havana Club 2. Monkey Shoulder 3. Wild Turkey 4. Rhum J.M  Angostura Bitters is the exclusive bitters to be used in every recipes.

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Your bar can use its regular listed spirits, but OFW will not promote recipes that do not contain one of the official sponsor’s liquid.

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Your serves must be ed to the OFW website, and I am here to assist you if needed.

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You can check Video Tutorials for best success in completing the registration process.

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If the sponsor requirements are fully met, any existing brand relationships your bar has can be fully exploited.

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OFW will not be able to endorse or share any non-sponsor brand serves through its website and social channels.

You are encouraged to take concept of OFW and shape it to suit your own style and format. Fulfilling the minimum sponsor requirement is key, but moving beyond that will make the event even better. We are here to celebrate, rather than stifle your creativity. For example, a six serve OFW menu, running from ‘safe’ to ‘adventurous’ and ‘experimental’ would be a wonderful contribution to the global event.

BARS AND OFW: WHY GET INVOLVED We understand that involvement in Old Fashioned Week will require some additional time and expenditure from you and your bar. Here are some of the benefits to be a part of OFW 2017. -

Promotion: OFW will be putting your venue on show, including geolocation, through its website and social media channels.

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Commercial: Participating bars showed an increase in cocktail sales during the event in previous years.

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Global Standing: Being part of an International adventure, putting your bar on the global cocktail map.

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Relationship: To further develop relationships with Partner Brands. These relationships may be ed with stock or in other ways for you to negotiate.

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Team Building: The opportunity to allow individual of staff to both contribute and create friendly rivalry in the team, “who has the most commercially popular serve?”

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Assistance: The OFW team will be offering a series of tools to help bars customize the event to suit their venue. Additionally, bar specific targeted OFW Facebook boosts will be available. Other items such a menu generator will become available.

LOCAL PROMOTION Digital Promotion Digital content, will be targeted to your local market through the social media channels, with a specific target of fans of mixology. Our first aim is to make the OFW successfully profitable for you and your bar, so if you know and/or already collaborate with pertinent local communication medias such as blogs, magazines, medias, etc.. Do not hesitate to put me in touch with, so the OFW team can manage local promotional deals. The official hashtag of the OFW is #oldfashionedweek Coordination with the Distributors OFW will follow up with designated sponsoring brands s within your local distribution networks to assist promotion of the event through your bar. Point of Sale (POS) Physical Resources OFW will provide central resource artwork so local sponsor brands can create POS as they deem necessary for your market

PROMOTIONAL VIDEO & PHOTOS

PRACTICAL INFORMATION

Timeline June 1st to 10th: OFW Website Review & Evaluation. June 15th: Advertising Digital. Campaign. June 10th to 20th: Global Press Release for OFW 2017. OFW Website Launches in French. Announcement of the OFW Ambassadors on Social Media. Website Translation into English and Spanish. June 20th: OFW Website Launches in English and Spanish. Press Kit available on the OFW Website. Video Guides (TBC). July 3rd to October 20th: Bar enrolment @ www.old-fashioned-week.com November 2nd to 11th: Old Fashioned Week 2017.

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OFW ASIA Ambassador Emile Chaillot [email protected] -----------------------

OFW Organisers Cyrille Hugon [email protected]

WWW.OLD-FASHIONED-WEEK.COM