Boozercise

Booze and exercise are not the happiest of bedfellows, but that hasn’t stopped Swedish vodka brand Svedka from partnering with David Barton Gym to host post boot camp cocktail hours.

Participants can challenge both their physiques and then their livers as part of the promotion, which is running at the gym’s New York, Chicago and Miami branches.

Svedka will serve cocktails with deceptively healthy-sounding ingredients such as ‘clementine-flavoured vodka, orange juice, sour mix and fresh mint’ to numb the pain of stiff muscles.

The promotion ties into to the brand’s ‘RU Bot Or Not?’ campaign, which features a seductive female robot and targets hip socialisers and vodka lovers.

I think it’s a great acknowledgement of the fact that people who go to the gym aren’t puritanical teetotallers – many gym bunnies work hard and play hard, and the incentive of alcohol at the end of a gym session might just be enough to get them into their kit in double time.

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