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Diageo partners with The White Lotus
Two Diageo brands, Ketel One Vodka and Tanqueray Gin, have collaborated with HBO TV show The White Lotus.
The two brands are official partners of the show, and to celebrate the launch of its upcoming third season, set in Thailand and due to premier on 16 February, the pair have combined to create signature serves: The White Lotus Vesper Martini and The White Lotus Punch.
The White Lotus Vesper Martini is described as an ‘elegant twist on the traditional cocktail’ with Ketel One Vodka and Tanqueray London Dry Gin used as the base, alongside a French white wine apèritif, lychee liqueur and butterfly pea tea.
The Punch is also made with Ketel One and Tanqueray London Dry Gin, and includes pineapple juice, lime juice and mango syrup. The balance of tart and tropical notes is said to make the Punch an ideal cocktail for getaways.
The cocktails and the ‘Sip into The White Lotus‘ campaign aim to ‘tap into a feeling of luxury’, which aligns with the guests who stay at show’s infamous hotel chain.
The series-inspired cocktails can be ordered in kits for US$99 each.
Julie Yufe, senior vice-president of vodka, gin and rum at Diageo North America, called the company’s partnership with the show “a perfect blend of luxury and sophistication”.
She explained: “The show’s exploration of timeless hospitality aligns perfectly with the craftsmanship behind Ketel One Vodka and Tanqueray Gin, both of which are synonymous with the highest standards of quality.
“The show is a cultural phenomenon, creating its own universe of intrigue and vibrancy. As consumers increasingly value experiences, we’ve been intentional about crafting fan-centric moments where our brands can create memorable occasions with every sip.”
In addition, to support the partnership, Ketel One’s spirits advisor Patrick Schwarzenegger has starred in a short film where he is seen mixing The White Lotus Vesper Martini in the backdrop of a Thai island.
Schwarzenegger, who also stars in the show’s third season, said of the collaboration: “Being part of the cast of The White Lotus has been an incredible journey, and I’m excited to partner with Ketel One Vodka and Tanqueray Gin to bring fans closer to the unforgettable moments of season three. Just like these iconic spirits, The White Lotus is all about storytelling and savouring every experience.”
Fans looking to take the sofa-to-screen immersion up a notch can also enter a sweepstake for the chance to win a trip to a luxury hotel in Thailand through April 6.
Entries can be submitted online at spiritspromos.com.
Pia Chaozon Barlow, executive vice-president of originals marketing at Max and HBO, added: “The return of The White Lotus is a moment we know fans have been eagerly anticipating, and our partnership with Tanqueray Gin and Ketel One Vodka allows us to amplify the excitement in a truly unique way.
“By offering viewers a way to immerse themselves in the world of the show through these stunning White Lotus themed cocktails and in real life (IRL) events, we’re gearing up for the new season while deepening engagement with our shared fanbases.”
Last year, Diageo also partnered with hit TV show in Korean drama Squid Game – which it did through its whisky Johnnie Walker.
The Schwarzenegger short film is available to watch below.
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