Cocktail culture had a gatekeeping problem. The equipment, the skill, the knowledge — all of it made mixing drinks feel like something you needed to earn the right to do.

Diageo wanted to fix that across their European spirits portfolio.

The idea was a jam jar with ShakeItUp on it. Sent to influencers, activated at festivals, turned into social content showing people mixing casually, imperfectly, and having a lot of fun. A simple device that reframed cocktail making from a skill into a moment. Anyone, anywhere, any drink.

Still running across markets years after launch.

/ Pan-European toolkit across multiple spirits brands
/ Influencer activation and festival presence
/ Still running years after launch