Lexington Hill - Lexington Hill Cocktail Club
Category: Category Expansion
To tackle the biggest barriers to cocktail consumption (inconsistency, long waits, and staff capability),Lexington Hill introduced branded draught cocktails that preserve the premium nature of cocktail culture while being consistent, convenient, and efficient for both customer and consumer. Lexington Hill brings women into the ABI portfolio while expanding the cocktail category and leveraging existing spirits business in Australia. Building on a 12-venue pilot over Summer 2016/17, the program launched nationally in 2018,growing 2600% to 182 venues. It aims to win with women in the first drink and party occasion and drive incremental volume to the beer business.