From Nation's Restaurant News · · 1m 50s
Applebee’s partners with top liquor brands for traffic-driving collaborations
Applebee’s creates viral bar collaborations with Don Julio tequila and Still G.I.N. by Dre and Snoop.
In brief
Applebee’s creates viral bar collaborations with Don Julio tequila and Still G.I.N. by Dre and Snoop. Applebee’s partners with Don Julio tequila and Still G.I.N. by Dre and Snoop to create limited-time bar promotions driving traffic through social media and pool-themed cups. Originally reported by Nation's Restaurant…
Applebee’s bar strategy
Applebee’s leverages broad bar offerings to create collaborations with relevant liquor brands.
Still G.I.N. collaboration
Applebee’s partnered with Dr. Dre, Snoop Dogg, and Martha Stewart for Still G.I.N. by Dre and Snoop.
First collaboration drinks
The Young, Wild & Free Fruit Punch and Rollin’ On the Beach were created for the Still G.I.N. partnership.
Snoop’s Olympic connection
Snoop covered the Olympics for NBC during the winter collaboration period.
Drink naming rationale
The drinks were named after Snoop and Dre’s friendship and existing Applebee’s cocktail preferences.
Temporary tattoos
Drinks came with temporary tattoos to encourage social media sharing.
Don Julio partnership
Applebee’s partnered with Don Julio tequila for Poolio with Don Julio promotion this summer.
Don Julio cocktails
The Sunny Sipper Margarita and Belly Floppin’ Melon Margarita were created with Don Julio tequila.
Pool-shaped cups
Both Don Julio cocktails came in large pool-shaped cups for social media sharing.
Value strategy
Applebee’s focuses on value through entry-level drinks and premium experiences.
Social media impact
Younger customers shared pool-shaped cups on social media, driving engagement.
Pool party relevance
Pools are common in neighborhoods where friends and families gather.
Executive director quote
Nate Grover, Applebee’s executive director of bar and beverage, said brands must be culturally relevant.
Collaboration impact
The partnerships drove traffic through limited-time exclusives and social media sharing.
What to remember
Applebee’s partners with Don Julio tequila and Still G.I.N. by Dre and Snoop to create limited-time bar promotions driving traffic through social media and pool-themed cups.
