Bols is one of the world's leading producers of liqueurs. The products are used to create cocktails by professional bartenders all over the world. The Bols website offers an extensive qualitative cocktail database that is solely aimed at this B2B target group. The 'Bols Frequent Shaker Program' was created to increase brand and site awareness and to generate even more cocktail recipes in the database. This six-month loyalty programme challenges bartenders within their field of expertise. Every month, bartenders could win a trip to the world's leading cocktail cities by submitting cocktail recipes. A professional team judged their submissions and appointed MixMiles per recipe. The bartender with the most MixMiles at the end of the month got the prize. The airline look and feel fits very well with the young and internationally oriented target group. The design and animations reflect this concept in a graphical way. The same style was used in other media as well. The Bols Frequent Shakers Program was a truly cross-media project with online promotion, smart viral marketing tools and offline advertising. There was also strong co-operation with international bartending associations. The project was online from March until September 2001. it generated over 8,000 unique recipes.