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 OLD FASHIONED WEEK: WHAT IS
IT?

Launched in Paris, in 2015 on the initiative of Michael Landart (Maria Loca)

and Cyrille Hugon, Old Fashioned Week involved 50 landmark bars in France, which
then grew to 180 international bars in 2016, with 14 countries involved.

2017 is set to triple this target targeting up to 30 countries. OFW is an event that is
open to all establishments that lay claim to serving a quality cocktail and are
passionate about cocktail culture.

The OFW its about respecting tradition, but letting imagination loose. If a bar
considered the serve to be in the spirit of an Old Fashioned, then thats good
enough for us. Last year we had many examples of OFW menus, some really
embraced the concept and had fun with it.

Indeed, one of the strengths of Old Fashioned Week is that it allows the collective
energies and support networks of all the participating sponsors while leaving
enough space and freedom for the bars to express themselves.
 BAR REGISTRATION
Register your bar and recipes @ www.old-fashioned-week.com
Make sure to check additional details to meet the events goal and conditions of
participation (a minimum of two serves, and to use at least two of the sponsor brands,
along with Angostura as the official bitters of OFW 2017).
If you need my assistance on this matter, let me know, I am here for you, anytime !

Key Details:

- To participate your bar, must commit to use a minimum of 2 out of the 4 spirits
sponsors listed below and create a recipe with each
1. Havana Club
2. Monkey Shoulder
3. Wild Turkey
4. Rhum J.M
Angostura Bitters is the exclusive bitters to be used in every recipes.

- Your bar can use its regular listed spirits, but OFW will not promote recipes that do
not contain one of the official sponsors liquid.

- Your serves must be uploaded to the OFW website, and I am here to assist you if
needed.

- You can check Video Tutorials for best success in completing the registration process.

- If the sponsor requirements are fully met, any existing brand relationships your bar
has can be fully exploited.

- OFW will not be able to endorse or share any non-sponsor brand serves through its
website and social channels.

You are encouraged to take concept of OFW and shape it to suit your own style and
format. Fulfilling the minimum sponsor requirement is key, but moving beyond that will
make the event even better. We are here to celebrate, rather than stifle your creativity.

For example, a six serve OFW menu, running from safe to adventurous and
experimental would be a wonderful contribution to the global event.
 BARS AND OFW: WHY GET INVOLVED

We understand that involvement in Old Fashioned Week will require some

additional time and expenditure from you and your bar.

Here are some of the benefits to be a part of OFW 2017.

- Promotion: OFW will be putting your venue on show, including geolocation,

through its website and social media channels.

- Commercial: Participating bars showed an increase in cocktail sales during the

event in previous years.

- Global Standing: Being part of an International adventure, putting your bar on

the global cocktail map.

- Relationship: To further develop relationships with Partner Brands. These

relationships may be supported with stock or in other ways for you to negotiate.

- Team Building: The opportunity to allow individual members of staff to both

contribute and create friendly rivalry in the team, who has the most
commercially popular serve?

- Assistance: The OFW team will be offering a series of tools to help bars customize
the event to suit their venue. Additionally, bar specific targeted OFW Facebook
boosts will be available. Other items such a menu generator will become
available.
 LOCAL PROMOTION

Digital Promotion

Digital content, will be targeted to your local market through the social media
channels, with a specific target of fans of mixology.

Our first aim is to make the OFW successfully profitable for you and your bar, so
if you know and/or already collaborate with pertinent local communication
medias such as blogs, magazines, medias, etc.. Do not hesitate to put me in
touch with, so the OFW team can manage local promotional deals.

The official hashtag of the OFW is #oldfashionedweek

Coordination with the Distributors

OFW will follow up with designated sponsoring brands contacts within your
local distribution networks to assist promotion of the event through your bar.

Point of Sale (POS) Physical Resources

OFW will provide central resource artwork so local sponsor brands can create
POS as they deem necessary for your market
PROMOTIONAL VIDEO & PHOTOS
 PRACTICAL INFORMATION

Timeline
June 1st to 10th:
OFW Website Review & Evaluation.

June 15th:
Advertising Digital.

Campaign. June 10th to 20th:

Global Press Release for OFW 2017.
OFW Website Launches in French.
Announcement of the OFW Ambassadors on Social Media.
Website Translation into English and Spanish.

June 20th:
OFW Website Launches in English and Spanish.
Press Kit available on the OFW Website.
Video Guides (TBC).

July 3rd to October 20th:

Bar enrolment @ www.old-fashioned-week.com

November 2nd to 11th:

Old Fashioned Week 2017.
 CONTACTS

OFW ASIA Ambassador

Emile Chaillot
emile@bar-standards.com

-----------------------

OFW Organisers

Cyrille Hugon
Cyrille.hugon@sweet-spot.fr

Michael Landart
michael@marialoca.com

WWW.OLD-FASHIONED-WEEK.COM