free pouring
Late Night Love Letters July 2020
Top UK bartenders and key drinks industry players celebrated the mixed emotions of returning to work and being free to pour again through the compilation of the collaborative Free Pouring playlist.
The Free Pouring playlist campaign focused on recognising late nights behind the bar and the people who keep the good times going and the drinks flowing whilst driving positive sentiment around the narrative of them returning to work post-lockdown, July - August 2020.
Free Pouring is hosted and created by Late Night Love Letters, a digital hub co-created by Rachel Etebar and Max Lutoswaski, bringing key industry figures together to support and celebrate all aspects of nightlife and on-trade culture & community through music and storytelling.
Centred around the lighthearted theme of 'guilty pleasures', the Free Pouring playlist intended to lift community spirits in an uncertain time.
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A collaborative compilation of personal music memories and stories from behind the bar and beyond, a reason or account was required with every ‘guilty pleasure’ song submission.
These stories we're showcased on the Late Night Love Letters website and across the @LateNightLoveLetters Instagram to celebrate on-trade culture and unite the community, whilst the playlist itself provided an upbeat soundtrack of support as teams prepped their bars and restaurants to slowly re-open.
With core campaign values of accessibility and inclusivity, Spotify was selected as the platform to host the Free Pouring playlist as it currently holds 62% of the UK market share.
“No matter musical tastes - most, if not everyone has what they would consider guilty pleasures hidden away on their playlists. Songs that you might not ever admit to listening to let alone knowing every lyric but take you back to a better time. There's a comfort in happy memories and nostalgia is proven to help reduce anxiety by reminding us of comforting personal memories from our past. While the Free Pouring playlist can't combat the uncertainty facing the drinks industry and the anxiety surrounding returning to work in an enclosed, potentially busy space, it can provide an escape.”
— Max Lutoswaski & Rachel Etebar, Late Night Love Letters
To further increase the positive sentiment and ensure reach to the broader drinks community, we partnered with the Drinks Trust, the community organisation for the drinks industry.
The Drinks Trust offer support and services to help its community thrive, to upskill, to broaden their knowledge, to network and learn from one another. They are also there to support in challenging times, with wellbeing and financial assistance.
Through this partnership, we raised awareness and funds. The Free Pouring playlist was and is freely accessible to everyone within the industry, however voluntary donations to were encouraged from the public who wished to access the playlist.
"Let's call it a virtual tip jar. Buy your bartender a drink and raise a glass to the good times still to come."
highlights & results
45 song submissions for the playlist complete with associated memories or stories
A varied, eclectic and upbeat mix of song submissions under the personal and subjective guise of 'guilty pleasures', only one song was submitted twice; Cher - Believe
Nationwide campaign reach with submissions from bar teams across the UK - majority 58% came from London, the other 42% from across the UK including Glasgow, Nottingham, Sheffield, Cambridge, Brighton and Cornwall
Diversity and representation of industry positions, submissions were received from contributors across a variety of roles from top establishments including London Cocktail Club, Coupette and Hawksmoor to Nottingham’s Alchemilla and Tigerlily in Edinburgh
Positive sentiment and comments from contributors and industry contacts who felt the campaign resonated well and were proud to be involved. 32% of contributors shared their involvement with their network on Instagram Instagram channel in growth with steady 37.24 average weekly follower increase
Estimated campaign reach of 159K via contributor, partner and trade media & industry shares including Cocktails In The City, Courier, City Pub Group, London Bar Association, Open Ear, Diageo World Class
Through Late Night Love Letters network, the final Free Pouring playlist was shared directly with bar managers and business owners to pass on to teams and to play at the end of their shifts
In an uncertain time for most and employment in the sector at its highest, we raised over £260 for Drinks Trust
Big cheers!
Bespoke campaign identity & artwork created by Blossom Manchester to a brief designed to complement the lighthearted nature of the guilty pleasure playlist theme.