No games to watch together. No evenings in front of the TV cheering with friends and family.
So what? What unites us during a summer without the national football team?
For Tabar there is only one answer: music .
Thus was born “Tabar, the gin that makes you sing” , the brand's new summer campaign created by Unfollow Advertising, starring Orietta Berti and which will bring the Tabar Karaoke Tour to some of the liveliest locations in Italy throughout the summer.
Milan, Naples, Rimini, Civitanova Marche, and Versilia will be the stops on a journey of music, conviviality, and lightheartedness, where the focus will be, above all, the quintessentially Italian desire to be together. A gin and tonic, a song, and a few friends: it doesn't take much to create a moment of joy.
The campaign starts on the brand's social media channels and reaches bars, transforming the slogan "Tabar, the gin that makes you sing" into a real experience : people meet, choose a song, order a gin and tonic, and sing. Good, bad, very loud, without much explanation.
During the tour, the public will be able to register for events, choose their own song, go on stage, or submit a video through dedicated channels to participate in the national competition.
The Tabar Karaoke Tour will span the entire Italian summer with live events, social media activations, and special events designed to engage the audience. Among the most anticipated experiences is the chance for the lucky finalists to take the stage and sing alongside Orietta Berti, queen of the evening and a symbol of the authentic Italian lightness that Tabar seeks to bring to the world of gin.
It's no coincidence that the choice fell on her. "We chose Orietta because she's like Tabar: straightforward, Italian to the core, and capable of making everyone feel welcome. With her, we share a simple pleasure: that of being together over a good gin and tonic, singing a song, and sharing a lighthearted moment. Tabar was born with this very spirit: to be the Italian gin that accompanies the aperitif with spontaneity and moderation," says Paolo Molinari, CEO of Casoni and Tabar Gin , representing the sixth generation at the helm of the company.
In a market where many gins speak English, Tabar chooses to speak Italian . It does so with a direct language, a recognizable personality, and the ambition to become the go-to Italian gin for bartenders and venues seeking quality, reliability, and character.
The Tabar Karaoke Tour will officially kick off on June 22nd in Milan , also kicking off the national competition that will accompany this Italian summer.
The final will be held on October 1st, again in Milan , the evening in which the first Italian Tabar Karaoke Champion will be crowned.
The events will be organized by SpaceDelicious Enterprise, with the support of NSS for some selected stages.
Behind the brand is the experience of Casoni Fabbricazione Liquori, a historic Emilian company founded in 1814, which with Tabar gin has chosen to invest in a new idea of Italianness: contemporary, popular and deeply rooted in conviviality.
