How We Utilized the MAP (Market Access Program) to Spread Cheers on National Bourbon Day

On June 14th, bars, restaurants and spirit connoisseurs celebrated the annual National Bourbon Day in Canada, the United States and across the world.

Not simply an occasion that pushes the consumption of bourbon, National Bourbon Day is a celebration of not just the spirit itself but the people who make it, stock it and serve it.

Simultaneously supporting its American spirit partners and the Canadian foodservice establishments who pour their products, Cheers! American Spirits chose this day to launch a special promotional program for operators and consumers alike which was funded by the Market Access Program (MAP).

Creating a special add-on page to their official website, Cheers! played digital host to an interactive online map where bars and restaurants from coast to coast in Canada could register not only their locations but their Bourbon Day-related promotions at no cost. All consumers had to do to find their nearest promotion was enter their postal code.

Encouraging creativity and collaboration, Cheers! provided these operators with value-add inspiration, providing ideas for cocktail kits, single bottle offerings, virtual events and menu pairings.

This past year’s National Bourbon Day could not have come at a better time as many foodservice and hospitality establishments were entering what would be a summer of recovery. This beverage holiday had provided an established opportunity upon which they could capitalize by making up for sales they’d lost to COVID-19 related matters including shutdowns, dining restrictions and supplier impacts.

Cheers! Also partnered with Canada Takeout, the country’s only takeout-focused media platform, to promote not only their National Bourbon Day portal but also to feature a select list of registrants, their location and offerings, complete with imagery from each establishment’s own social accounts.

Additional media partnerships and executions included Foodism, Toronto Life, Menu Mag and press releases via the Newswire.

To learn more about Cheers! American Spirits, visit cheersspiritsfromtheusa.com or follow along on Instagram at @cheersamericanspirits