Client Case Studies

When former U’luvka client—and now Lifestyle Director at BACARDI—Colin Asare-Appiah co-authored his book, BLACK MIXCELLENCE: A Comprehensive Guide to Black Mixology, he turned to LSZ COMMUNICATIONS for on-the-ground support in New York City.

Asare-Appiah brought the book to life by crafting cocktails from its pages, live and in person, behind the bar at Harlem’s famed speakeasies. These included Sugar Monk, The Honey Well, and 67 Orange Street.

The book pays homage to Black and Brown mixologists and their lasting contributions to the spirits industry—contributions that laid the foundation for many of today’s most successful brands.

BLACK MIXCELLENCE features mouth-watering cocktail recipes created by Black mixologists, including Asare-Appiah himself, who began his career as a bartender.

Beyond the recipes, the book shines a spotlight on the history behind the drinks we imbibe and the spirits we enjoy. It reveals the stories of some of the industry’s most influential trailblazers, from Uncle Nearest Premium Whiskey founder and CEO Fawn Weaver to 19th-century mixologist John Dabney and his vital role in shaping the Mint Julep’s refreshing style.

As the BLACK MIXCELLENCE events were timed to coincide with Black History Month, LSZ Communications positioned the Harlem events as a true New York story for NBC’s NY Live. The segment highlighted the diversity and cultural influence behind the creation of some of our favorite cocktails—past and present.

The producer and crew joined Colin for an immersive tour of Harlem speakeasies, where hosts shared remarkable insights into the history of Black and Brown mixology. The feature showcased cocktails from Colin’s book, including his signature drink, The Belafonte, which appeared on speakeasy menus throughout Harlem.

The segment drove strong awareness and trial of the book, resulting in a spike in sales. Traffic also surged at the participating speakeasies, each deeply and authentically connected to Harlem and its Black history.

Key media friends, including Yolanda Shoshana, attended to experience the cocktails firsthand, build word-of-mouth buzz, and share across social platforms. Tastings were standing-room only, attracting a crowd that reflected New York City’s most creative voices—each passionately dedicated to the craft of mixology.

• LSZ COMMUNICATIONS underscored Colin Asare-Appiah's status as an authority in the diverse mixology community with experiential events and valuable TV exposure

• Print media supported as well with extensive features in luxury lifestyle magazines including CAVIAR AFFAIR and NEW YORK LIFESTYLES 

• Yolanda Shoshana, esteemed wine and spirits lifestyle expert, was present to enjoy and share as were the founders of luxury travel and lifestyle site unnamedproject.com as well as representatives of luxury brands including Bulgari scouting future partnerships

• Harlem's history with Black mixology came to life in the NBC-TV NY LIVE segment featuring Colin in the famed speakeasies drawing on the heritage identified in his book, BLACK MIXCELLENCE

• Sugar Monk, The Honey Well and 67 Orange St. all saw a boost in traffic from the exposure and book sales jumped as well helping to build community interest strong enough to support future NYC book signings