Midori’s UK-wide bartender roadshow rolls into Edinburgh
Scottish bartenders got the chance to learn about Japanese cocktails and culture earlier this month when the team behind melon liqueur Midori rolled into the capital as part of the brand’s UK-wide Rave & Refined roadshow.
Hosted by Amanda Humphrey of the Mixxit team at distributor Maxxium UK, the Midori workshop, which took place in Edinburgh’s Tigerlily venue, covered the history and ingredients of the drink and sought to highlight the versatility of the liqueur; Humphrey demonstrated a range of Midori-based cocktails, including the Japanese Slipper and Kyoto Kitty.
Cocktails are continuing to fuel growth in the spirits category.
The Rave & Refined workshops, which kicked off in Manchester last month and conclude in London on October 19, are part of the UK-wide ‘Say Moshi Moshi to Midori’ marketing campaign, which is so-called after the common Japanese greeting.
Johna Penman, marketing controller at Maxxium UK, said Midori has a “really strong footprint” in the UK on-trade.
“Cocktails are fuelling future growth of the spirits category and continue to excite members of the drinks industry by giving them more opportunities to explore and experiment with flavours,” said Penman.
“Midori’s taste profile is dynamic and flexible and we’re thrilled to give bartenders the chance to play with its unique taste and expand their offering.
“The Rave & Refined roadshow is a fun and exciting way to invite bartenders into our colourful world and give them a chance to delve deeper and gain exclusive insight into the brand’s Japanese heritage.
“We’ve been working closely with Mixxit’s Amanda Humphrey to deliver the ultimate Midori workshops to trade audiences across the country, allowing us to engage with our customers and give them first hand expert advice and live cocktail demonstrations.”