Thus Kanpeki was prepared, Lexus's without alcohol cocktail devised by the Burns agency

Thus Kanpeki was prepared, Lexus’s without alcohol cocktail devised by the Burns agency

Jane Anderson

July 17, 2025

Thus Kanpeki was prepared, Lexus's without alcohol cocktail devised by the Burns agency

A brand that takes care of the details and coexists with the design, gastronomy and beauty. Thus the Car brand Lexus For some years. And now he wants to strengthen his link with him Lifestylebreaking into the world of cocktails to achieve an expression of culture and sophistication.

Therefore, Lexus has launched Kanpekihis first alcohol without alcohol, created in collaboration with the Madrid and Desamparados Madrid cocktails, based on an idea of the Burns agency.
Kanpeki -which in Japanese means “perfection”– Lexus positioning as a brand that pays maximum attention to details and wants to satisfy consumers who seek to enjoy, in this case without having to give up driving.

The car brand enters the territory of drinks with a proposal inspired by Japanese culture

The car brand enters the Drink territory With a proposal 0’0 inspired by the ingredients and nuances of Japanese culture: citrus essence, jasmine green tea, alcoholless peach and foaming peach and foam.
“The idea arises from continuing to feed Lexus’s relationship with the world of gastronomy and detail attention”Pablo Madrid, Executive Creative Director in Burns explains. And this action makes Lexus “The first car brand that appears in a cocktail letter, understanding that, even if you are the one who drives, you can also enjoy something exceptional,” adds the creative.

Perfection with a punk touch

From Reason.WHY We were present in the process of preparing the drink the day the video was filmed for presentation. And we have collected the process behind the cameras in the production of a MAKING OF which reflects that bet of Lexus for perfection, showing a part of advertising creativity that is usually seen and chatting with the protagonists. There, Burns’s creative team transmitted that the goal had been to achieve a Perfect Serve, “A worthy option that aspires to become the summer cocktail.”

Alba Quevedo, Copy Creative in Burns, told us that Kanpeki comes to respond to “A need among drivers who, in general, access much smaller options” When it comes to Choose a cocktail,“So we have cared for all the details thinking especially.”
For its part Kiku Ruiz, art director at Burns, added during the filming that has been sought to replicate “That elegance that Lexus has, its symmetry and perfection, but with a slightly more punk touch, according to the aesthetics of the cocktail bar.”

During the filming we were also able Creative cocktail bar Specialized in the development of innovative proposals for those spaces that seek to differentiate themselves. Its founder, Miguel Ángel Jiménez, influenced the challenge of creating an aromatic cocktail, fruity and harmony, but without alcohol: “It seems not, but working without alcohol is much more complex, for nuances, warmth or what you can contribute through the ingredients.”

The result has been a kind of liquid narrative for Lexus that can be tasted in Santos and Desamparados, the cocktails founded by Alberto Villarroel in Madrid in 2018. Since then, this space has become a national reference for its narrative approach, its aesthetics and a proposal that mixes precision, local product and personality. Under its leadership, the place has accumulated distinctions as best opening (2018), best team (2019), or best cocktail of the year (2024). And is that the fact of Understand each cocktail as a story that is drunk He has positioned Santos and homeless as an epicenter of sensory experiences that Lexus now wants to link through this action.

Kanpeki’s long set took place on July 3 by Autobello Madrid, an event for lovers of luxury cars and watches, where attendees lived the Lexus experience, which is no longer only driven, but also drinks.
But Kanpeki can also be tested for three months (until October 10) as part of the letter in the Santos y Desamparados cocktails, in Madrid.

This is the presentation video with which the Lexus Kanpeki cocktail:

https://www.youtube.com/watch?v=5x3c3ae_kse

Also in a Food Truck

On the other hand, the Lexus cocktail will be part of “OMOTENASHI ON-THE-GO”the Food Truck with which the brand seeks to bring Japanese hospitality and contemporary luxury to the heart of the cities. The proposal, which reinforces its positioning in the gastronomic territory beyond the car, reaffirms its willingness to redefine luxury from experience.

And it is that “omotenashi on the go” is A high kitchen Food Truck For which the brand has transformed a vehicle of more than six meters, equipped with everything you need to offer live service, with the aim of connecting with its audiences through the senses.
The presentation in Madrid was attended by Roberto Martínez Foronda, chef from the Tripea restaurant, who designed a special menu that reflected its fusion of Peruvian, Asian and Spanish flavors. From there, Food Truck will start a tour of Spain and Europeparticipating in cultural, sports and Lifestyle by way of traveling platform that aims Gastronomic marketing.