New Amsterdam Spirits Kings 
of the Mix

Centra360 helps New Amsterdam become the fastest brand to sell 1 million cases of vodka in its first year!

A masterful mix

From concept and design to talent search and execution, Centra360 developed every facet of this event marketing program to help New Amsterdam launch its new spirits brands. Targeted to 21-49 year-olds, Centra360 aligned with popular on-air DJ talent from top urban radio stations, to create an experiential marketing program appropriately named, “Kings of the Mix”.

Music legends pre/post mixers

“Kings of the Mix” kicked off with live pre-show and post-concert parties featuring JayZ, Justin Timberlake, Kendrick Lamar and Snoop Dog.

Results

74 million+

Gross impressions in on-air/online media

1 milllion

Cases sold in first year

50,000+

Attendees

25

Events in key markets

New Amsterdam Spirits Kings 
of the Mix

Centra360 helps New Amsterdam become the fastest brand to sell 1 million cases of vodka in its first year!

Results

74 million+

Gross impressions in on-air/online media

1 milllion

Cases sold in first year

50,000+

Attendees

25

Events in key markets

JayZ
Justin Timberlake
Kendrick Lamar
Snoop Dog

Pre-show/post concert parties

New Amsterdam

JayZ
Justin Timberlake
Kendrick Lamar
Snoop Dog

Pre-show/post concert parties

New Amsterdam
New Amsterdam
New Amsterdam

DJ spot

Kings of the Mix

Executed at over 75 events in 15 markets, Centra360 aligned with station-hosted events featuring additional top artists such as Kendrick Lamar, Brandy, Bobby Valentino, Keyshia Cole, Rick Ross, E- 40, Bell Biv DeVoe and more!

Crown-worthy marketing elements

  • Centra360 worked seamlessly with New Amsterdam’s local sales teams and distributor­ships, radio stations, DJ personalities, promoters and the venues to ensure top down program success
  • Talent scouting
  • Leveraged pre-existing shows to create powerful marketing platform
  • Localized retail point of sale promotions
  • Each event was wrapped in a local media buy, including local radio stations, social feeds, and online promotions
  • Product trial via special cocktails by New Amsterdam at each event.

Let's Talk

Centa360 is an award-winning marketing agency in NY best known for its shopper marketing, experiential and sweepstakes expertise.

Let's Talk

If you’re looking to drive meaningful trial & conversion, we’d love to hear from you.