Last Drop

St. Germain hosts Stay-at-Home Drive-In Movie Club

Brand offers discount to Drizly as part of campaign

In the spirit of “going out” while staying in, St. Germain implemented a Stay Home Drive-In Movie Club. The club featured an online movie broadcast, a featured snack and a do-it-yourself cocktail recipe.

Fans were able to sign up for one of the virtual events, vote for their movie choice and receive an Instacart shipment with supplies to help make the featured snack, along with a $5 off Drizly discount to help make the featured cocktail. Then, come movie time, fans were able to lounge at the computer with their drinks and snacks, and log on to watch the movie.

The first movie night on April 24 featured “Boogie Nights,” with a feature cocktail called “Competition Orange,” made with St. Germain, lemon juice, mezcal, agave, orange bitters, prosecco and an orange twist. The featured snack was maple bacon popcorn.

The May 8 event was a matinee, “The Farewell,” and virtual attendees enjoyed spicy sriracha popcorn and a St. Germain Spritz.

Participants in the club spanned 17 cities and 12 different states. While the invite list was fairly small, St. Germain noted the event had a solid turnout, with the idea of ongoing virtual events likely in the future, it says.

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Returning to her roots in Chicago after writing and marketing in California’s wine country, Sarah Graybill covers everything from beverage brand creative and innovation in packaging, to responsible manufacturing and products simply too good not to buzz about. Sarah has two Bachelor of Arts degrees in Public Relations and English from Drake University, but has been writing since age 8. Sarah’s favorite aspects of her role as associate editor are the dynamic industry wavemakers she gets to know, and the journeys and stories that make their products noteworthy.