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The Connection: Spring 2013 Edition

Posted on  | April 1, 2013   Bookmark and Share
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Steve Schneider, Employees Only; director Doug Tirola; and Steve “Carpi” Carpintieri, Dunville’s


4th Row Films debuted their documentary Hey Bartender at SXSW in March. The film, written and directed by Doug Tirola, focuses on two bartenders—Steve Schneider at Employees Only in New York City and Steve “Carpi” Carpentieri of Dunville’s in Westport, CT—in the era of the craft cocktail. The film offers rare access to some of New York’s most exclusive bars and restaurants, and features cocktail luminaries including Dale DeGroff, Jim Meehan, Julie Reiner, Dushan Zaric, Charlotte Voisey and Dave Wondrich among others. The film is expected to hit select theaters nationwide in June.



MyPourPal touts itself as the app that links bartenders to their regular customers. Bartenders and mixologists can send out a message about specials and promotions, and customers are then able to message their friends to join them at a favorite bar or event. Bartenders can message regulars and friends without having to divulge personal data and can save time by posting their message simultaneously to Twitter and Facebook. The app is available now at iTunes for $0.99. Initial efforts focus on New York and New Jersey with additional markets rolling out in third quarter 2013.




Southern Comfort’s “Whatever’s Comfortable” digital campaign features a man in a speedo sipping Southern Comfort rain or shine. Thebrand and Wieden+Kennedy New York launched comfortableweatherguy.com as a fun way to get weather updates from the man who does his thing, in snow, sleet, rain or sun. The site is accessible via tablet and mobile, and can pick up your location, so no matter where you are, more than 80 possible scenarios can portray the Comfortable Guy enjoying his drink in whatever weather you are experiencing.




  L2 THINK TANK RATES BEER’S DIGITAL IQL2, the digital brand activation think tank has turned its attention to the beer category with its inaugural digital IQ index for beer. The benchmark study measured the digital competence of 50 beer brands using four measures: website, digital marketing, social media and mobile. Compared to vertical studies of other categories like beauty, beer only had two genius level brands: Heineken and Budweiser. Heineken leads in Twitter followers, Youtube channel views, Facebook “likes” and was cited for its James Bond-related “Crack the Case” interactive game. Budweiser surged with smart Super Bowl ad buys. A previous L2 report praised Absolut, Bacardi and Jim Beam as having genius-level digital IQ among the top 69 spirits brands. To read more about the results, visit L2thinktank. com/research/beer-2013/



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