The best way for us to explain what we do is by presenting you the story behind “The Moskow Mule”.
In the early 1940s, John Martin was the president of G.F. Heublein & Brothers, an East Coast food and spirits importer best known for introducing A-1 Steak Sauce to America. Sometime in the 1930s, Martin, in an effort to market the next cocktail craze, purchased a small vodka distillery called Smirnoff for $14,000. Yes, that Smirnoff. Back then, very few people drank vodka because most had never heard of it, let alone tasted it.
Photo by Alyssa Ence Photography
One day, while Martin was visiting his friend Jack Morgan who owned the Cock ‘n Bull pub on the Sunset Strip in Hollywood, he bemoaned the fact that he couldn’t sell his vodka. Morgan complained he couldn’t sell his ginger beer, a side-passion of his that saw cases of it sitting in his restaurant’s basement.
And a third person, Sophie Berezinski, lamented that she had copper mugs that she either didn’t want or need. Enter the brainstorm. Could all three benefit from combining their losses? The vodka and ginger beer were mixed with a dash of lime juice and served in copper mugs, imprinted with a kicking mule.
In one of the most successful marketing campaigns in cocktail history, Martin combined these three seemingly hopeless endeavors into one of the most popular drinks of the 1950s and early 1960s. Advertised as the Smirnoff Mule, magazine ads and posters across the nation showed celebrities Woody Allen, Monique Van Vooren, Julie Newmar, “Killer” Joe Piro, and Dolores Hawkins enjoying this tasty drink.
The result was that the Moscow Mule became a huge hit within a few years, helped by the Hollywood set and their affinity for the latest cocktail trends. Copper mugs were soon ordered across the country to support the lively libation.
Taylor & Lawrence aims to create the same kind of perfect connections for your business. By building the same kind of strategic business partnerships we will help you reveal opportunities that you may not have considered before, thus increasing revenue through growth.
Contact us here to learn more about how to expand your business connections.