Client Case Studies

When Colin Asare-Appiah — Trade Director of Culture & Lifestyle at Bacardi and former U’Luvka collaborator — co-authored BLACK MIXCELLENCE: A Comprehensive Guide to Black Mixology, the opportunity extended beyond book promotion.

The project presented a strategic moment to elevate the historical contributions of Black and Brown mixologists while positioning Asare-Appiah as a leading cultural authority within the global spirits industry.

LSZ Communications was engaged to lead on-the-ground strategy in New York City during Black History Month.

Rather than relying solely on traditional book publicity, the strategy centered on immersive, location-based storytelling rooted in Harlem’s internationally recognized cocktail heritage.

Key elements included:

• Hosting live cocktail experiences at Sugar Monk, The Honey Well, and 67 Orange Street

• Positioning the programming as a New York cultural story for broadcast media

• Securing NBC New York Live coverage timed to coincide with Black History Month

• Aligning experiential moments with luxury and hospitality audiences

The campaign emphasized both historical narrative and contemporary craftsmanship, reinforcing the book’s broader cultural and commercial relevance.

LSZ Communications reinforced Colin Asare-Appiah’s authority within the global spirits community through immersive experiential programming anchored in Harlem’s cultural legacy.

NBC New York Live featured the events, amplifying both the book’s historical relevance and Asare-Appiah’s leadership during Black History Month.

Additional lifestyle and hospitality coverage extended the narrative across luxury audiences, strengthening industry credibility and visibility.

The integrated strategy generated increased book sales, elevated foot traffic at participating venues, and created sustained momentum for future New York programming.