Bartenders challenged to create new spirit

Show Your SpiritBartenders across the UK and the rest of Western Europe are being given a chance to compete to create a new spirit or liqueur to sit within Diageo’s luxury Reserve Brands portfolio.

The initiative, called Show Your Spirit by World Class, is calling for ideas from bartenders for a product concept which will then be refined and made ready for launch, with marketing support.

The deadline for entries is March 18, 2013, with entry via and through local Diageo Reserve brand ambassadors.

The winner will be entitled to five per cent of the net sales for the first five years of the product launch and will have the opportunity to see their co-created product feature alongside world-famous brands such as Johnnie Walker Scotch whisky and Ketel One vodka. An additional five per cent of the net sales will be put into a bartender initiatives fund to create a legacy.

A panel of industry experts including leading bartender Salvatore Calabrese will select the three most exciting entries they would like to see developed further.

The three finalists will be announced in early April, when the bartender community and the public will be asked to vote for a fourth, wildcard finalist from a shortlist of 20.

All four finalists will spend four days at Diageo’s Global Technical Innovation Centre to develop their product, before facing the judges in a live final on the fifth day. The overall winner will be announced on May 24.

Syl Saller, global innovation director at Diageo, said: “Show Your Spirit celebrates the creativity of bartenders. We want to hero their craft and invest in their passion and talent to give bartenders the opportunity to use their entrepreneurial flair to co-create a new product with us.

“We’re looking for that spark of genius, a touch of magic that will really excite us. We feel the combination of bartender originality and Diageo’s liquid development and brand marketing expertise could be a winning formula.”

Judging alongside Syl and Salvatore will be Daniel Entrialgo, editor-in-chief of men’s magazine GQ in Spain, Noel de Munck, director of food and beverage for Hilton UK & Ireland, and Jörg Meyer, owner of the renowned Le Lion bar in Hamburg.

Salvatore said: “Bartenders are constantly searching for the next big spirit or liqueur to make a difference to their work. Show Your Spirit is giving them the chance to co-create their own.

“A bartender is always remembered by what they create and having this level of support for developing creative ideas is a real gift. This is a unique opportunity for a bartender to see their idea realised and play a role in creating a legacy that will benefit the bartender community.”

Any bartender wishing to enter Show Your Spirit should contact their local Diageo Reserve brand ambassador. Find out more and follow the action on Twitter at @ShowYourSpirit.

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