In 2011, T.G.I. Friday's was celebrating the 25th anniversary of its UK business. The brand wanted to create memorable event for staff and customers, which would also generate engaging content which would reflect the T.G.I. Friday's values.
A three-minute choreographed cocktail flair routine which included a 'C-step' (the backward throw and catch of a cocktail shaker) was set to music and created by UK champion Adi Astely. The routine was successfully performed by 101 bartenders in London's Covent Garden. A viral video of the event was posted on YouTube and picked up by national UK media including The Sun.