When your wildcard idea gets sign off…

For the third year of working with Pernod Ricard on its brands' festive showcase (and the first year we were leading on event creative), we were excited to bring something fresh and exciting to the day of cocktails and conviviality.

At a time when diaries are booked and busy and every brand is hosting an event, we knew we needed an irresistible hook… And so the idea of pairing Christmas cocktails and Christmas sandwiches was born!

We partnered with the legendary sandwich experts from Hackney, Dom’s Subs, to create bespoke Christmas sandwiches, that would be available for one night only, paired with PRUK’s brands. Introducing…

🍜 Let It Pho: rare roast beef, herbs, and spices, with a side of pho, paired with a Chivas Chrystalgold Spritz
🫒 A Blue (Cheese) Christmas: gorgonzola, prosciutto San Daniele and giardiniera pickle, paired with an Absolut Dirty Martini
🥪 Mistletoe Moist Maker (for all the Friends lovers): turkey, cranberry and gravy-dipped bread, paired with a Jameson Gingerbread Old Fashioned
🍅 Santa’s Aperitivo: winter tomatoes, mozzarella, fennel, sorrel pesto and citrus, paired with a Perrier-Jouët French 75

These were unveiled last Friday night when we transformed an unassuming Covent Garden restaurant into our very own sandwich shop, Sips & Sarnies, alongside The Whiskey Lounge and The Secret Bar waiting downstairs to be discovered.

And we can confirm the sandwiches and cocktails were DELICIOUS and the event was a hit, with 130+ media and influencers through the doors, 70+ social posts and a reach of 4.7M; so good that the sandwiches ran out (and they made over 200). Bad news for the instinct team who were hoping for a post event doggy bags, but great news for Pernod Ricard who received glowing feedback from all their guests on the drinks and the vibes. Christmas season is officially kicked off!