ROAD TO THE NEW YORK COCKTAIL EXPO

🍸 Every Great Cocktail Has A Following

The Martini.

The Manhattan.

The Old Fashioned.

The Margarita.

None of these cocktails became famous overnight.

They became stories.

They became conversations.

They became traditions.

Most importantly...

They built a following.

🚀 More Than A Competition

The Road To New York Cocktail Expo is more than a race to build the largest following around a cocktail.

It's a marketing campaign.

It's an opportunity to build visibility for:

✅ Your Bar

✅ Your Cocktail

✅ Your Spirit Partner

✅ Your Team

You'll learn how to create audience momentum around something people can rally behind.

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BELOW ARE SUGGESTIONS & BEST PRACTICES THAT YOU CAN REVIEW & SELECT WITH YOUR TEAM TO HELP YOU BUILD YOUR CAMPAIGN. USE YOUR OWN CREATIVITY AND JUDGEMENT ALONG THE WAY.

🎟️ HOW TO WIN ROAD TO NYCE

The bar that builds the strongest following — measured by ticket sales through its unique campaign link — earns the opportunity to bypass the judges elimination round and advance directly to the New York Cocktail Expo stage as a finalist.

🏆 Golden Ticket

The Road campaign gives your:

• Guests

• Regulars

• Staff

• Friends

• Family

• Industry Peers

• Spirit Partners

something to support.

Instead of wondering what to post next...

You'll be building a story people want to follow.

📍 TIER 1

BUILD YOUR CAMPAIGN FOUNDATION

Create A Galaxy Of Checkpoints

Make it impossible for people not to find your campaign link to purchase tickets.

Place it in:

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✅ Instagram Bio

✅ Website Homepage

✅ Linktree

✅ Email Signature

✅ Newsletter

✅ Text Messages

✅ QR Code On Menus

✅ QR Code On Table Tents

✅ QR Code On Receipts

✅ Staff Business Cards

Remember:

The easier your campaign is to find...

The easier it is to support.

📖 TIER 2

TELL THE STORY

You Do NOT Need A Finished Cocktail

Many participants wait until the cocktail is complete before talking about it.

That's a mistake.

People love being part of the journey.

Show them:

✨ Inspiration

✨ Ingredient Testing

✨ Staff Tastings

✨ Failed Versions

✨ Cocktail Names

✨ Spirit Selection

✨ Garnish Development

✨ Behind-The-Scenes Photos

✨ Team Feedback

✨ Final Reveal

Remember:

When people watch something being built...

They become invested in the outcome.

🎥 TIER 3

MAKE IT PERSONAL

People Support People

Guests don't just support cocktails.

They support:

👤 Bartenders

👤 Owners

👤 Creators

👤 Familiar Faces

Tell them:

✅ Why you entered

✅ Why winning matters

✅ What makes your cocktail unique

✅ What makes your bar special

✅ What your team is working toward

Best Practice:

Record simple videos.

A 30-second video from a bartender often outperforms a polished advertisement.

📣 TIER 4

ACTIVATE YOUR COMMUNITY

The Pareto Effect

Your audience becomes your marketing team.

Don't assume people know how to help.

Ask them.

Encourage:

📢 Guests

📢 Regulars

📢 Friends

📢 Family

📢 Fellow Bartenders

📢 Hospitality Groups

📢 Local Businesses

📢 Industry Peers

📢 Influencers

📢 Spirit Partners

to share your campaign link.

Remember:

Every share creates another opportunity for someone to discover your story.

🤝 TIER 5

ACTIVATE YOUR SPIRIT PARTNER

Great Partnerships Win Together

Your spirit partner should not simply provide product.

They should become part of the story.

Ideas:

🥃 Collaborative Posts

🥃 Joint Videos

🥃 Staff Trainings

🥃 Cocktail Features

🥃 Newsletter Mentions

🥃 Brand Ambassador Support

🥃 In-Store Activations

🥃 Cross Promotion

Remember:

The strongest campaigns create momentum for everyone involved.

📲 TIER 6

USE EVERY MARKETING CHANNEL

Most participants underestimate how many people already follow them.

Use:

📱 Instagram

📱 Facebook

📱 TikTok

📱 Email Marketing

📱 Text Marketing

📱 Website Banners

📱 Guest Databases

📱 Hospitality Groups

📱 Community Partnerships

📱 Event Appearances

Remember:

Your audience already exists.

The Road campaign simply gives them something to rally behind.

🏆 TIER 7

CREATE A CRESCENDO

Think Like A Season, Not A Post

Don't think of this as one social media post.

Think of it as a season.

Week by week:

🔥 Build Anticipation

🔥 Release Updates

🔥 Share Milestones

🔥 Reveal New Details

🔥 Celebrate Supporters

🔥 Showcase Your Spirit Partner

🔥 Highlight Your Guests

🔥 Countdown To Competition Day

Remember:

Momentum compounds.

💡 BONUS IDEAS

Create A Cocktail Journal

Document every step.

Launch A Cocktail Instagram Highlight

Give guests one place to follow the journey.

Let Guests Taste Test Versions

People support what they help create.

Feature Regulars

Turn supporters into ambassadors.

Give Influencers Your Link

Make sharing easy.

Use Newsletters & Texts

Many bars ignore their most valuable audience.

Celebrate Small Wins

100 supporters becomes 500.

500 becomes 1,000.

Momentum builds.

🎟️ THE GOAL

Build The Following.

Build The Momentum.

Build The Story.

Every Great Cocktail Has A Following.

Now it's time to build yours.

🍸 READY TO ENTER ANOTHER COMPETITION?​

Submit your next entry below and continue building your following.

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🏆 Best Cocktail of the Year

🌴 Tiki Throwdown

🍃 Mocktail Competition

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To increase your campaign reach, Follow & TAG @nycocktailexpo