Home Bar Series

Campaign objectives

With the absence of bars, concerts, and festivals in the height of COVID, a decline in on-premise sales meant targeting in-home consumption. Spirits brands were looking to maximise the opportunities in channels where demand and engagement were growing - online. William Grant & Sons leveraged Time Out’s digital content solutions to create an educational and shoppable online experience to reach our audience of city explorers who were (at the time) confined to the four walls of their homes.

The idea

The best bar is the one you design for yourself. Learn how to curate the perfect bar experience in your home and let us show you how to bring the drinks you from your favourite bars into your living room. The journey begins with a 101 guide and what to stock (The Essentials); spirits basics (Sip, Stir & Shake); all the way to testing out recipes courtesy of local bartenders from the city’s best bars (Ask the Expert).

The execution

Time Out's Home Bar Series empowers our audience to build their own home bar. Every two weeks, a new spirit was featured and its content was amplified via display, social, and e-newsletters over the three-month campaign period. The Home Bar hub functions not only as a point of inspiration, it also has use-value post lock down as there are no signs of home and DIY spending slowing down.

Explore Time Out’s Home Bar Series


Interactive microsite
An interactive, custom-built microsite that engages and stands out.

Time Out website

Support your local bars content highlighting the takeaway services available at our Home Bar Series featured bars and William Grant & Sons’ partner venues during the citywide lockdown.

Time Out newsletter
Featured in our popular weekly newsletters over the three-month campaign period.

Digital takeovers
High impact takeovers strategically targeted across desktop and mobile sites.

Time Out drove a culturally curious audience to the site to engage with the content via Facebook.

An Instagram post per content release to drive traffic.