Bars urged to innovate to celebrate Armagnac Cocktail Week

marquis armagnacs

Bartenders are set to explore mixing armagnac in cocktails for a week-long celebration at bars and restaurants around the UK in June.

Armagnac Cocktail Week will run from June 12 to 17, created by leading spirits company Emporia Brands which distributes Lauvia and Marquis de Montesquiou armagnacs in the UK.

Emporia Brands is reaching out to all UK bartenders to create a signature cocktail that “breaks the boundaries of traditional armagnac cocktails and serves”. The best will win a trip to the spirit’s home, Armagnac in south-west France.

The recipe must include at least one expression from the Marquis de Montesquiou range.

Bars will need to run their signature serve throughout Armagnac Cocktail Week, promoting it through their own marketing and social media channels. It is supported by the hashtag, #armagnaccocktailweek.

The bar with the highest sales throughout the week will have their serve adopted as the official Armagnac Signature Serve of the Year 2018 and win the incentive.

Emporia Brands is also organising three trade-only masterclasses around the UK for Marquis de Montesquiou Armagnac with cellar master Eric Durand, focusing on the official launch of three new vintages: Marquis Milliésime Armagnac 1973, 1976 and 1989.

Accommodating up to 20 people, each VIP event will include a reception drink, a detailed armagnac masterclass and an exclusive tasting of the three new vintages.

Emporia Brands believes armagnac serves have recently been lacking innovation and feels this historic French brandy needs a rebirth for modern cocktail menus in top bars throughout the UK.

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