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Amarula Cream, a relatively unknown cream liqueur from South Africa, is best known for its signature drink: Amarula on the rocks. With low awareness and spotty distribution in bars and restaurants across the United States, Amarula needed to build up its reputation among influential bartenders and mixologists, ultimately encouraging them to stock Amarula in their bars.

The Amarula Cream mixology book was developed as a tool for the sales team to show bartenders the diverse range of ingredients that mix well with Amarula Cream. In addition to cocktail recipes, the mixology book was also the launching platform for The Amarula Experiment, a contest encouraging bartenders to submit their original Amarula concoctions for a chance to win a trip to a premier industry event, compete for the title of Ultimate Amarula Mixologist, and have their recipe printed in the next edition of The Mixology Book.

To create buzz around the contest, and serve as an avenue for contest entries, theamarulaexperiment.com was created. Featuring fun, user-generated tools, the microsite encourages bartenders to submit their recipes and then promote themselves (and their bar) through Facebook, Google Maps, and other third-party APIs. The contest has been further supported by a Facebook advertising campaign, designed to target bartenders and mixologists outside of their immediate sales network and further their brand awareness in the United States.