BF Canada knows that bartenders are its brand ambassadors – their inspiring use of liquors and spirits makes believers out of bar-goers, resulting in sales.

To inspire some love for BF Canada’s products amongst this influential group, The Hive created Top Shelf 20, a loyalty program that honoured Canada’s best of the best behind the bar.

The Top Shelf 20 Facebook page created a community – engaging each member to share their unique talent and POV. Twenty bartenders were sent limited run editions of soon-to-be released product to taste, test and experiment with.

In addition, The Hive designed a series of commemorative pieces sure to stand out behind any bar; including a recipe poster to accompany a gift of small batch bitters from Bittered Sling and the Top Shelf 20 muddler - made from the wood of old whiskey barrels. Each package beautifully designed for a group with discerning tastes.

The result was a small but super engaged community that celebrated the brand, cocktail culture and what it means to be truly top shelf.