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Influencing Shot Drinkers

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Stock Plezn introduced herb spirit – Fernet Stock 8000. It was positioned as a consumer co-creation and self-expression and not a cocktail-spirit. Influencer marketing, product seeding and co-creation were used by searching for opinion leaders in bars of Czechoslovakia who invented recipes and rituals for FS8000. There was a contest for this via Mix Camp parties. Web pages were created to showcase the parties. Case Study