Broadsheet launches cocktail content series with Diageo, hosted by Alex Dyson

City guide publisher Broadsheet has unveiled the first episode in its content series with spirits company Diageo Australia, hosted by Alex Dyson.

The Cocktail Show is a six-week interactive series which streams across Broadsheet’s national Instagram accounts on Friday evenings, featuring a different cocktail.

Dyson will be joined by Melbourne drinks specialist Dave Kerr and viewers will be able to vote on each featured cocktail via an interactive format which promotes the diversity of the Diageo portfolio.

The series is backed by a Broadsheet reader survey which found that of 10,000 respondents, 38% are splurging on purchases, especially food and drink, and 73% are choosing to drink spirits and cocktails made at home.

Broadsheet senior sales and partnerships manager Claire Booth said the findings provided the perfect impetus to produce a series that would entertain and inspire readers at home.

“Broadsheet readers are highly engaged, and they want to be involved in cultural conversations. So with this series, we saw the perfect opportunity to allow our audience to really join in. They’re telling us what they want to learn, and we’re delivering this utility back in an entertaining and interactive way, with Diageo’s suite of products at the heart,” said Booth.

The series calls on readers to vote for the cocktail they’d like to see at the start of each week, created using a selection of spirits including Ketel One, Tanqueray and Johnnie Walker. Each week, the winning drink is announced on Wednesday, giving readers a few days to gather the ingredients needed for to create the drink during Friday’s live episode.

“By listening to the readers we’re also able to tailor the content to what they want to see weekly, allowing them to vote and participate during the program and actively ask questions that the hosts can answer throughout,” said Booth.

Emily Wheldon, global head of World Class said: “With the world as we know it rapidly changing – particularly within the hospitality sector – we wanted to ensure Diageo is still there for our customers as their behaviour and choices evolve. This partnership with Broadsheet has allowed us to tap into the insights from their reader survey and create content, designed to educate and entertain readers on our portfolio of liquids and the best ways to consume them, from the comfort of their own homes.”

Viewers can watch ‘The Cocktail Show’ on any one of Broadsheet’s five city Instagram accounts at 6pm (AEST) each Friday from June 5.


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