LUNAR NEW YEAR BANQUET

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Increase awareness of Martell and Chivas’s support for the Asian and Asian American community and of the two brand’s product offerings that are relevant to Chinatown Chicago. Participate as one of the main sponsors in the Chinatown lunar new year banquet and feature product as well as intrigue the Chinese demographic group with a culturally-relevant satellite bar and expertly crafted cocktails made with familiar flavors. The two brands sponsored the entire cocktail hour for the celebration. The activation made It clear that consumers were interested in the two brands and both brands will continue the conversation to do more trade programming with relevant vendors and businesses in Chinatown Chicago.