Bars challenged by Jim Beam to ‘make history’ with cocktails

Jim Beam Stillhouse

Bars are being challenged to come up with an “inspirational” Jim Beam whiskey cocktail that is “worthy of making history”, with a team prize of a trip to Kentucky.

The “Shake History” competition has been launched by distributor Maxxium UK as part of the global “Make History” campaign which highlights how Jim Beam has been “making history” with its whiskeys since 1795.

Bar teams of three or four can enter by submitting an original “inspirational Jim Beam cocktail that they feel is worthy of making history and represents the personality and style of their bar”.

Successful teams will be judged based on speed, accuracy and creativity through a series of sensory challenges that will take place in a fun and fast-paced final this autumn in London.

The winning team will travel to the Jim Beam American Stillhouse (pictured) in Clermont, Kentucky and meet Jim Beam’s seventh-generation master distiller Fred Noe.

Eileen Livingston, Maxxium UK’s marketing controller for imported whiskey, said: “Our Make History campaign marks an exciting time for Jim Beam. To celebrate those who have helped bring this brand to life in the on-trade, we’ve created a unique competition that will reward the winning team with a trip to Kentucky and the opportunity for them to make history.

“Bourbon is thriving in the UK and Shake History celebrates the growth of the category and our brand while inspiring bartenders to make history with Jim Beam.”

The competition is open to all bars that stock Jim Beam. Bar teams can enter online or contact their Maxxium UK representative.

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