Le Cool London: Willem Barentsz Jasmine Trail

Marketing done right: English gin-maker Willem Barentsz has come up with a very crafty way of inticing you into drinking its produce.

The Jasmine Trail, rolled out this week, is a new promotional effort in partnership with four bars across London, each serving a different bespoke gin cocktail. But what’s in it for you? Pick up a Jasmine Trail treasure map – available at any of the bars – and snap a pic of yourself slugging on a cocktail in all four of the bars, tag that sh*t on social media (#WBJasmineTrail #WillemBarentsz), and you’ll be in with a chance of winning a flight to absolutely anywhere in the world.

Participating bars: The Graphic Bar in Soho, The Distillery in Notting Hill, TT Liquor in Shoreditch and 214 in Bermondsey.

Read the article