SAN FRANCISCO — “What if there was a digital platform that could reveal all the cocktails you can make with the ingredients you have on hand, show you exactly how to make them, and help you discover new drinks perfect for your occasion?” These were the questions two longtime friends Stephen George and Brian McKillips asked themselves one New Year’s Eve. Could cocktailing be made easier through technology? George, a Harvard-trained beverage alcohol attorney, and McKillips, an Oxford-trained business and technology consultant, knew they needed not only a space from which to work, but also access to top spirits industry professionals whose expertise could help bring their nascent company Stirred, Inc. and its digital cocktail platform to life. Enter Campari America, the San Francisco-based spirits company with an expansive portfolio of consumer favorites, such as SKYY Vodka, Wild Turkey Bourbon, Grand Marnier, Espolòn Tequila, Appleton Estate Rums, and, of course, Campari. Together, Campari America and Stirred, Inc. embarked on a unique relationship that would result in the launch of a new digital platform and community that inspires easier cocktail decisions, higher cocktail confidence, and broader cocktail horizons. www.stirred.com
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.”
To create a free profile on Stirred, visit www.stirred.com.
Stirred is a digital platform and community dedicated to inspiring and empowering cocktail occasions, especially at home. Stirred harnesses technology to help cocktail enthusiasts and home hosts alike unlock the magic in their home bar and make the perfect drink for the moment, enabling easier decisions, higher confidence and broader horizons with cocktails. Founded by longtime friends and cocktail enthusiasts Brian McKillips and Stephen George while looking for the right cocktails to make one New Year’s Eve, Stirred now consists of a passionate team of professionals and enthusiasts dedicated to catalyzing magical moments for all who love craft drinks and hospitality. Based in Oakland, CA, Stirred launched publicly in December 2017. Instagram: @stirred_co, Facebook: @StirredCo, www.stirred.com
About Campari America
Campari America is a wholly owned subsidiary of Davide Campari-Milano S.p.A. (Reuters CPRI.MI – Bloomberg CPRIM). At the heart of Campari America are two legends in the American spirits industry. The first, Skyy Spirits, was founded in San Francisco back in 1992 by the entrepreneur who invented iconic SKYY Vodka. The second is the world-famous Wild Turkey Distillery in Lawrenceburg, Kentucky, where they have been making the world’s finest whiskies since the 1800’s. Both companies were purchased by Davide Campari-Milano and together they formCampari America, which has built a portfolio unrivaled in its quality, innovation and style, making it a top choice among distributors, retailers and consumers. Campari America manages Campari Group’s portfolio in the US with such leading brands as SKYY Vodka, SKYY Infusions, Grand Marnier, Campari, Aperol, Wild Turkey StraightKentucky Bourbon, American Honey, Russell’s Reserve, Glen Grant Single Malt Scotch Whisky, Forty Creek Canadian Whisky, BULLDOG Gin, Cabo Wabo Tequila, Espolón Tequila, Appleton Estate Rum, Wray & Nephew Rum, Coruba Rum, Ouzo 12, X-Rated Fusion Liqueur, Frangelico, Cynar, Averna, Braulio and Jean-Marc XOVodka.
Campari America is headquartered in San Francisco, California. More information on the company can be found atwww.campariamerica.com, www.facebook.com/campariamerica, Twitter: @CampariAmerica and www.camparigroup.com. Please enjoy Campari America brands responsibly and in moderation.
About Campari Group
Campari Group is a major player in the global spirits industry, with a portfolio of over 50 premium and super premium brands, spreading across Global, Regional and Local priorities. Global Priorities, the Group’s key focus, include Aperol, Appleton Estate, Campari, SKYY, Wild Turkey and Grand Marnier. Campari Group was founded in 1860 and today is the sixth-largest player worldwide in the premium spirits industry. It has a global distribution reach, trading in over 190 nations around the world with leading positions in Europe and the Americas. Campari Group’s growth strategy aims to combine organic growth through strong brand building and external growth via selective acquisitions of brands and businesses.Headquartered in Milan, Italy, Campari Group owns 18 plants worldwide and has its own distribution network in 20 countries. Campari Group employs approximately 4,000 people. The shares of the parent company Davide Campari-Milano S.p.A. (Reuters CPRI.MI – Bloomberg CPR IM) have been listed on the Italian Stock Exchange since 2001. For more information: http://www.camparigroup.com/en
Please enjoy our brands responsibly.