Interview
Nathalie Durrieu Experimental Cocktail Club, NYC
Experimental Cocktail Club is more than just a bar—it is a pioneer in the craft cocktail movement, a name that evokes innovation, sophistication, and a timeless appreciation for mixology. When Experimental Group partnered with Influence Society to refine its digital strategy, the goal was clear: to translate the soul of this iconic New York establishment into an online presence that captivates and converts.In this exclusive interview, we sit down with the minds behind Experimental Cocktail Club to explore the challenges of marketing a high-end hospitality brand in the digital era. From storytelling and brand positioning to guest engagement and seamless online experiences, discover how Influence Society helped shape a digital strategy as refined as the cocktails themselves.
What is Experimental Cocktail Club?
My name is Nathalie Durieux and I am the head bartender of Experimental Cocktail Club in New York City. A cocktail bar inspired by Parisian style bars, the first one being created 18 years ago in Paris and it was called Experimental Cocktail Club because back in the days it was very experimental for friends to have like a cocktail bar and from that it just became so popular and been so good that it's still open to that day and from that we built our brand around that first bar.
Can u tell us more about the Experimental Group?
So Experimental Group is a hospitality group.We have hotels, bar, wine bars, cocktail bars, boutique hotels and we're present in like over 11 locations in the world and we have more than 20 businesses.
How has NYC reacted to Experimental here?
New York City has been super receptive. We've been extremely popular, like people are coming, huge audience, also very surprised that like people know us. People travel and have such amazing experience in our other locations across the world that when they know that we have one here, they like, they come, they talk to us about it, they talk about their previous experience in our previous places and it's been very excited like we've been receiving a lot of light, a lot of love by everybody and I'm just personally very happy to be part of this adventure.
How are they discovering Experimental Cocktail Club?
Our guests are finding out about Experimental Cocktail Club through social media, people talking to another. We've also been receiving a lot of support from our industry folks which, you know, send us a lot of guests and from that we've been pretty popular so far.
What role does the website play in attracting more guests?
Our website is the foundation of our digital footprint. We're learning that many of our guests are finding us through our website. Having a very easy to update website makes things very helpful. Influencers Society is very responsive to our needs.
Experimental Cocktail Club
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