Two new limited-edition RTDs and a $20,000 cash giveaway form the centrepiece of Casa Spirits’ latest campaign.
Australian independent spirits brand Casa Spirits is combining two limited-edition product launches with a nationwide promotion, offering a total of $20,000 in cash prizes as part of the rollout of Not Hot Toddy and Very Dirty Shirley.
Built on cocktail classics and developed for the evolving RTD category, the two releases will launch nationally on 6 July through independent bottle shops and on-premise venues.
At the centre of the campaign is the search for Australia’s Hottest Toddy and Dirtiest Shirley, with participants competing for cash prizes and the opportunity to feature on a future Casa Spirits can.
A competition with $20,000 up for grabs
Entrants have the chance to win one of two $10,000 cash prizes, with the successful winners also earning a place on a future limited-edition Casa Spirits can.
According to Casa Spirits, the campaign is designed to place the people behind the brand at the centre of the activation.
“This is as much about the people drinking it as the liquid itself,” said Max Dent, Business Director at Casa Spirits.
More than a product launch
Dent said the competition reflects Casa Spirits’ approach to building the brand through its community.
“Asking Australians to crown the Hottest Toddy and the Dirtiest Shirley, then putting the winners on the cans, is us building the brand with the community that it depends on, lovers of good booze,” said Dent.
“We didn’t need to invent a backstory or pad the price to make these work, just two cocktails people already love, made here and done properly. It’s a bit cheeky, and that’s exactly who Casa is.”
The campaign will be supported by PR, paid social media, digital audio and point-of-sale activity, helping drive awareness of both the products and the wider promotion.
Meet Not Hot Toddy and Very Dirty Shirley
The two limited-edition releases each bring a distinct flavour profile to the category.
Not Hot Toddy draws inspiration from the classic Hot Toddy, combining wheated bourbon, lemon, honey and soda in a ready-to-drink format.
Very Dirty Shirley, meanwhile, blends vodka, lime, pomegranate and ginger ale, delivering a playful take on the flavours associated with the Shirley Temple.
Both products are packaged in 375ml cans, contain 5 grams of sugar per serve and sit at 4% ABV.
Not Hot Toddy and Very Dirty Shirley will be available nationally through independent bottle shops and on-premise venues from 6 July for a limited time only.