This extension follows the successful partnership of QNM with Diageo Reserve for the launch of Hong Kong’s World Class Bartender of the Year finals in 2012 and 2013.
Amy Perkins, director of QNM, told Campaign Asia-Pacific that the firm's main scope of duties will include media outreach, organising PR activities with key influencers and raising awareness of the competition among professional bartenders in high-end bars and clubs.
The year-long World Class programme, developed by Diageo Reserve and held in more than 50 countries, aims to educate and inspire bartenders to create exceptional cocktails, services and experiences, raising the standard of bartending. At the same time, the programme seeks to promote a cocktail culture in the local market.
Drew Mills, Diageo marketing manager, said the World Class programme is an international celebration of the craft of bartending and "setting cocktail trends alight".
Perkins added that stylish bars and bartending culture are booming in Hong Kong and across Greater China. "We are thrilled to play a part in the movement to raise the bar for cocktail culture and bartending as an esteemed profession,” she said.
The agency cited that with the success in the previous two events, which focussed on the trade end of the business, the 2014 event will focus on consumers. In this respect, QNM has devised and will lead communications campaigns for select brands under The Reserve collection, allowing additional exposure for brands including Tanqueray and Tanqueray No. Ten, Ron Zacapa, Don Julio, Ketel One, and Ciroc.
The QNM team will work closely alongside Quintessentially Events and the Quintessentially group of companies in Hong Kong and with its current lifestyle and food & beverage clientele, including Le Bon Marché department store in Paris.