Increase awareness of the Midori brand amongst trade and industry influencers and demonstrate the mixability and versatility of Midori Melon Liqueur while creating genuine partnerships with key local accounts in select activation markets. A 6-market event series targeting local spirits industry gatekeepers was created, focusing heavily on the Midori cocktail experience along with exclusive  brand education sessions conducted by the Midori Global Brand Ambassador, Manuel Terron. Local accounts in each market were chosen for their exceptional cocktail  programming reputation, to serve not only as hosts for  market events, but program partners.The program began with two markets, Dallas and Houston, where guests attended a pop-up experience focusing on the mixability of Midori while celebrating the brand’s  Japanese heritage and the street culture of Japan. Mid-way through, the tour Midori’s new global campaign, Say Moshi Moshi to Midori was implemented. This is a multiyear program that continues to  elevate and build long-term relationships with local accounts as well as consumers.