National Honey Board
Sweetening Up The Menu Mix. National Honey Board Foodservice
EHY identified an opportunity in the beverage category and delivered a robust campaign that expanded honey cocktail menuing 84% over four years.
Raising the Bar in the Bar
Honey is recognized by consumers as a wholesome, all-natural alternative sweetener able to elevate the perceived quality of a menu item. That made it particularly attractive in the newly trending “culinary cocktail” segment.
We began by hosting a number of honey immersion events with beverage professionals to generate interest with key influencers. We also produced point-of-sale materials for use in the bar, and print advertising targeting bar and restaurant operators.
After implementing our new campaign the
National Honey Board saw an
84% increase in honey cocktail menuing.
The NHB also experienced
a 17% increase in honey cocktail menuing
YOY, as momentum continues to build.
More and more, beverage professionals are turning to honey as a sweetener and flavor ingredient.
Honey-inspired cocktails made quite a splash as a featured component of the “One Sweet Summer” pool menu and promotion. Fielded at 34 Omni resorts across the country, the campaign netted a 25% year-over-year pool menu sales increase for the luxury resort brand.