It’s not hard to like a well-made mojito. It’s refreshing, sweet but not too sweet. It’s the absolute best cocktail for the often hot Florida and Caribbean, but it’s by no means the easiest cocktail to make well. It takes time and patience, and no two will ever be quite the same. When I make them for CNP happy hours, I’m always struck by how similar it is to our approach to marketing.

The name “mojito,” comes from the African word “mojo,” which is an item used to cast a little spell. Good marketing is also like a spell. It can make people show up somewhere in droves, it can practically subvert free will, and it can make you feel like you’re having fun, excited about stuff you’d otherwise ignore. Mojitos do a good job at all of this, too.

So, how can a mojito recipe inform a recipe for your marketing success? Keep the following in mind:

There are no shortcuts

If you want to make a mojito right, you’ve got to follow the steps, in the right order, and make them one at a time. There is no substitution for this. This isn’t some drink that any old schlub or machine can mix together and serve. Properly prepared ingredients must be muddled and mixed with intention, to bring out the essential oils of the mint and lime in the most productive way possible. Fail to do this, and you just might leave a bad taste in someone’s mouth.


Some business processes are easy, just like some cocktails are: ice, scotch, done. Even if you don’t have ice, you can just call it “neat” and proceed with the drinking. The mojito and marketing are nothing like this. Fresh lime, fresh mint and already-cold fizzy soda water are all crucial. This drink doesn’t just happen spontaneously, you have to plan for success. Make sure your business has all the ingredients and a plan before starting a marketing campaign.


This isn’t a “set it and forget” situation. Much like a good cocktail party, things get crazy in a business. Client work comes first and it’s hard to take time away from paying work. Don’t just start serving beer the second the party picks up. If you’ve planned properly you can keep cranking out great cocktails and marketing, but you need to make it a priority.

Roughly what it should look like when you are done.

Roughly what it should look like when you are done.

How CNP makes a mojito

  • 10 fresh mint leaves
  • 1/2 lime cut into 4 wedges
  • 1 1/2 tablespoons organic cane sugar
  • 1 cup ice cubes
  • 1 1/2 fluid ounces Don Q Cristal rum
  • 1/2 cup club soda

Throw in the mint and a lime wedge into a sturdy tumbler. Muddle the mint and lime, and inhale deeply through the nose. Add in two more wedges and the sugar and muddle again, until the juice from the lime wedges has been released. Then fill the glass with ice, add in the rum and fill the rest of the glass with the club soda. Stir gently, take a sip and add a bit more sugar if you think it’s needed. Garnish the drink with your remaining lime wedge. (A lime wedge is like a good social media post, but I’ll save that for another day.)