This summer at the London Games, winning the Gold gets you a free $3,000 drink at the posh celebrity hotspot, Chinawhite in London.
That’s right, three thousand dollars. Or £2,012 pounds, approximately $3,117.48 US.
This luxurious golden cocktail is comprised of Hennessy Paradis Imperial cognac, Luxor 24-carat gold leaf champagne, and, sitting at the bottom of your glass, two handmade 18-carat gold rings to symbolize the Olympic Rings.
The best part is that for Olympic champions who win Gold, this drink is on the house. The athletes are just asked to stop by the nightclub with their fellow teammates and wear their newly acquired hardware – a request that many athletes in London are happy to fulfill. It’s been reported that US gold-medalist swimmer Ryan Lochte has taken Chinawhite up on their VIP offer. The club caters to the Olympic athletes who want to “let their hair down” every night behind a velvet-roped VIP lounge dubbed “The Last Lap”. Any Olympian is permitted into the club, and all medalists (gold or not) are given a complimentary bottle of Moet & Chandon champagne with lit sparklers at the top of the bottle when they arrive.
Smart marketing and PR by Chinawhite, and a most interesting cocktail that will have luxury fun-seekers in London waiting in line to catch a glimpse of their favorite Olympian sucking down a $3k golden drink in a champagne flute. But it seems that unless they’re hot or famous, they probably shouldn’t waste their time until after the games are over.
Even if you run a steadily celebrity-filled establishment, running promotions like this one is a great way to perpetuate legendary status and keep the aspiring elite – in this case, the kind that are into the clubbing scene – coming back for more year after year.