Luxury mixer brand The London Essence Company is launching a new campaign, created by Splendid Comms, targeting experience and travel deprived consumers with a taste of adventure with a new cocktail range. 

The Essence of Summer campaign aims to recreate much-missed holiday experiences through a range of cocktails created by mixologist Pritest Mody and taste psychologist Greg Tucker which consumers can either make at home, or experience in a range of London bars. 

The cocktail kits will be available to buy directly from The London Essence Company’s e-shop and will also be served at Drake & Morgan. Each kit is dedicated to a travel destination. These include Pinotage Spritz, inspired by warming barbeque flavours and  South African wine culture; the Frozen Paloma, a take on Mexico’s famous grapefruit cocktail, and the Lychee and Basil Collins, a long drink designed to capture the essence of Thailand.

The campaign follows research from the brand which showed that a third of consumers have been fantasising about their favourite destinations throughout lockdown. Yet, according to the brand’s research, 94% will choose not to fly long-haul this year, even if restrictions are lifted.

Taste experiences are a key part of the travel experience; seven in ten UK residents say that trialling the local delicacies (69%) makes a holiday experience special, and over a third (35%) count sampling local street food at a bustling food market as a highlight. Through this at-home or in-bar experience, The London Essence Co is successfully delivering a slice of holiday escapism when for many consumers travel remains out of reach.