This post is an informative journalistic coverage of a PR event with editorial & reportage elements that do not aim to promote any business, organisation, product or service.
Today - on the day of publication- I am a member of Ruokatoimittajat ry (Finnish Food Writers' Association), and attended this PR event as a food writer (not as an influencer).
24 April 2025 - Henry's Music Bar, Helsinki
The Kouvolan Lakritsi Shot launch was anything but subtle. This bold new liqueur is pure mischief—bottled and ready to stir up trouble. Lignell & Piispanen threw a launch party that felt like stepping into a candy store for grown-ups, where liquorice ruled and the good times didn’t wait for permission.
Set in a beautiful, central venue, we were welcomed by Harri Nylund, the Managing Director of Lignell & Piispanen. The space was dark, moody, and smooth—like being inside a liquorice twist. Rows of bottles and ready-poured shots stood to attention, daring you to try “just one more”.
Photo by © Reka Csulak - Three Pod Studio
As liquorice-infused canapés made their rounds and classic rock tunes bounced through the space, it was clear this wasn’t just a tasting but a full-sensory celebration. After opening remarks from Nylund and Timo Nisula of Kouvolan Lakritsi Oy, we moved on to the evening’s official cocktail: the Lakuremix. A sharp little number made with Kouvolan Lakritsi Shot and zesty lemonade soda.
Then something wonderful happened. Inspired by a few sips, my fellow food writers launched an impromptu cocktail challenge. They swapped the lemonade for Coca-Cola, and surprise - it worked. The new version hit all the right notes: nostalgic, playful, and unexpectedly balanced.
Think you’ve got liquorice figured out? This one twists the rules.
Photo by © Reka Csulak - Three Pod Studio
Photo by © Reka Csulak - Three Pod Studio
Thank you so much to Harri Nylund and Mari Haaksluoto for inviting me to this PR event. I appreciate the opportunity to get familiar with this great collaboration of Lignell & Piispanen & Kouvolan Lakritsi through their unique novelty.
You can see more insights and photos on my Instagram.
DISCLOSURE
The organiser has not set any special criteria and has not initiated any financial/alternative compensation that would require the creation of any written or visual content related to this PR event nor the promotion of any products/services in exchange for attendance - but I decided to share my experience anyway as I think you'd enjoy exclusive insights from my recent gastro adventure. Any PR products/samples/food, drink/services/raffle prizes handed out by the organisers, other participants or exhibitors (if applicable) were not a form of compensation, nor part of an exchange agreement.
❗️Remember to drink responsibly, and that you must be over the minimum legal drinking age of your country. ❗️
