30 Jul Experiencing ‘La Dolce Vita’ this summer with MALFY Gin
In June we were thrilled to begin working with MALFY, a premium Italian gin inspired by the idyllic Amalfi coast. A blend of citrus fruits, vibrant flavours and local botanicals, MALFY brings a touch that laid back, ‘La Dolce Vita’ lifestyle to any summer drinks cabinet.
Embedded in the local Amalfi culture is the Italian ritual of Aperitivo – an hour’s bridge between day and night, steeped in tradition. It’s the perfect time to relax from the day and raise a glass to the start of the evening with friends (often accompanied by a range of deliciously indulgent Italian snacks!) We wanted to bring this central element of Italian culture to the UK, encouraging people to start their own Aperitivo ritual with MALFY Gin. Therefore we created the ultimate guide to sell-in to press, ‘The Art of Aperitivo’, complete with how to make your own charcuterie board and tips on ‘tablescaping’. To bring this to life, we offered top-tier publications the chance to partake in a Zoom session – their very own Aperitivo masterclass with our MALFY brand ambassador and mixologist. In advance of the session, each journalist received a selection of Italian antipasti and their MALFY cocktail ingredients, so they could join in the fun from home.
To spread the MALFY love even further, we transported press and influencers to the Amalfi Coast with their very own lemon tree from Patch Plants, with “ciao!” hand-painted in MALFY blue. What better way to experience ‘La Dolce Vita’ than with your own homegrown citrus?
MALFY has gone down a treat with press, with coverage so far on ITV This Morning (Ruth Langsford is a big fan!), ELLE, Cosmopolitan and many more. This year is certainly going to be a busy one, so watch out for news of everything else we have planned for MALFY!