Everleaf debuts Summer of Spritz campaignBy Georgie Collins
Non-alcoholic apéritif brand Everleaf has launched its Summer of Spritz campaign to reinforce the brand’s positioning as ‘the alcohol-free spritz of choice’.
The campaign features influencer partnerships, the launch of its first ready-to-drink (RTD) range, as well as a nationwide Spritz competition to be replicated at Imbibe Live in London on 4-5 July.
All activity is supported by a new brand identity which heroes the Everleaf yellow.
To launch the Summer of Spritz campaign, the brand invited bartenders from across the UK to create a low-and-no Everleaf Spritz serve that captured the feeling of entering one of the three Everleaf biomes: Forest, Mountain or Marine.
The competition ran from 1 March to 30 April, and received 43 entries. It was Rebecca Bird from The Pig on the Beach in Dorset who created the winning drink, A Little Vitamin Sea, which earned her the title of Everleaf Spritz Master, and a trip to Iceland for two.
The brand plans to capitalise on its on-trade popularity, which sees it featured on menus at some of London’s most prestigious bars, by replicating its Spritz competition at Imbibe Live next month.
Using a selection of ingredients that highlight Everleaf’s nine key botanicals, bartenders are invited to book a slot on the Everleaf stand to showcase their Spritz-making skills. Entries will be judged live at the show using four criteria: flavour, aroma, texture and presentation.
The winner will be announced at the show on Tuesday 5 July and will receive an Everleaf Spritz kit full of Everleaf goodies to create summer Spritzes.
Everleaf will be located at stand D125 at Imbibe Live.
As part of the summer campaign, the brand has also partnered with key chefs, restaurants and ‘foodie’ influencers to showcase the ‘Perfect Everleaf Spritz pairings’ across experiential events and digital channels.
To kick off this collaborative series, Everleaf teamed up with renowned Masterchef food critique and columnist, Grace Dent, who will showcase her favourite recipes to pair with an Everleaf Spritz at key moments throughout the year.
In April, Dent paired a spritz, made using the Low and No Masters 2022 Silver medallist Everleaf Forest, with a British asparagus and parmesan risotto.
Everleaf has also been named as the official non-alcoholic sponsor of The Pig Hotel Group’s Smoked and Uncut festivals, as well as all nine of chef Tom Kerridge’s Pub in the Park festivals, where attendees will be able to enjoy a range of the brand’s Spritzes at its two-story bar.
The bar features an immersive forest staircase, photo wall and interactive games where guests can win a selection of prizes.
This sponsorship has been reinforced with targeted regional out-of-home (OOH) advertising, which will further cement and encourage recognition of Everleaf as the ‘non-alcoholic Spritz of choice’.
To complete the Summer of Spritz campaign, the brand has launched its Everleaf Spritzes in 250ml RTD cans to meet consumer needs for different on-the-go occasions.
The cans are made with all three products from the brand’s collection – Everleaf Forest, Everleaf Marine and Everleaf Mountain.
Each of the canned Spritzes are available via the Everleaf website, priced at £30 (US$36.62) per 12-pack.