Launching this month, the Stirred online cocktail platform, which is designed for mobile but accessible on all devices, helps cocktail novices and experts alike discover new cocktails that can be made from their at-home bar and kitchen cupboard; save favorite recipes and mark others to try later; and learn the best techniques to make a great cocktail. If the user’s home bar includes Campari, Cinzano Sweet Vermouth, Bulldog Gin, and Wild Turkey Bourbon, Stirred will suggest cocktails such as the Negroni and the Boulevardier, for example. Stirred is not simply a searchable database of cocktails, rather, the platform keeps track of favorite recipes and home bar ingredients, serves up seasonal suggestions, and offers insider pro tips to the user.
To create the breakthrough digital concept, Campari America and Stirred, Inc. developed a new type of working relationship in which ideas, not money, were exchanged. The Stirred, Inc. team set up shop onsite in Campari America’s offices for nearly a year while building out their innovative cocktail creation platform. This put them just a few steps away from the iconic spirits company’s industry experts and vast resources, including cocktail recipes and marketing insights. In return, Campari America’s products will appear in the platform alongside other spirits and will be featured periodically as part of a collection of sponsored marketing campaigns, broadening awareness and consumption.
“While not a partnership in the traditional or legal sense, Campari America and Stirred, Inc. created a supportive relationship where we each benefited from each other’s experience, focus, and energy,” said Ugo Fiorenzo, Managing Director, Campari America. “Novel in the spirits industry, our type of arrangement could be a model for other established companies and start-ups in the future. The relationship yields both tangible and intangible results advancing all parties involved.”
“Without the experience, advice, and resources of Campari America, Stirred might not have become a reality. Throughout the course of our relationship we’ve learned important nuances about the spirits industry, while sharing insights about the process of innovation,” said Stirred Co-Founder Brian McKillips. “Campari America’s embracing of the sharing economy model is paving the way for more creative engagements across the spirits ecosystem that find solutions for multiple parties.”
“Stirred is all about making ordinary moments more meaningful. Nothing enhances a moment like sharing a great cocktail, especially around the holidays,” said Stirred Co-Founder Stephen George. “We wanted to solve a stumbling block that we as cocktail enthusiasts and home hosts had in our real lives – I have this booze but don’t know all the ways to use it. Through our one-of-a-kind interface, cocktail suggestions, pro tips, richly annotated recipes, and proprietary personalized Magic Menu, Stirred removes the uncertainty of making a cocktail, opening up a world of discovery. Working with Campari America provides us with invaluable advice and expertise, accelerating Stirred’s development and sharpening its value to consumers.”
