Bartenders head to Paris for “spontaneous” competition

Courvoisier VS heres to nowThree top bartenders will be challenged to create a drink from surprise ingredients on a trip to Paris as part of a competition run by Courvoisier celebrating spontaneity.

They will embark on a 24-hour trip to the French capital where they will have to create a punch for up to 60 guests from a hamper filled with mystery ingredients.

The bartenders are all based in London: Esther Medina Cuesta, formerly of Opium in Chinatown; Francesco Turrini of Lanes of London, the restaurant and bar due to open at 140 Park Lane in January 2014; and Andrej Ličko of Paramount in the West End.

The competition itself will take place at an invite-only soirée in a luxury Parisian apartment hosted by Courvoisier master blender Patrice Pinet. The overall prize for the winning bartender will be a trip to Jarnac, home of Courvoisier.

They will be judged by a panel made up of Courvoisier brand ambassador Rebecca Asseline and David Miles, manager of Mixxit, the training arm of Courvoisier distributor Maxxium UK.

They will also have to impress the guests, made up of consumers whose spontaneity has been rewarded with the trip through a promotion run as part of Courvoisier’s new “Here’s To Now” campaign (pictured).

Through going-out app YPlan, consumers are being led to St Pancras International station in time for today’s departure, with social media outlets including Twitter driving awareness of the trip.

Those who respond first will be lucky enough to claim a seat in a Courvoisier carriage on the Eurostar to Paris. However, late-comers will not leave empty-handed: specially-crafted Courvoisier drinks will be served at The Gilbert Scott bar and restaurant at the neighbouring St Pancras Renaissance London Hotel.

Throughout the journey, consumers will experience Courvoisier in different occasions and ways of drinking it.

On arrival in Paris, cocktails will be served at Bar La Vue at the Hyatt Regency Paris Étoile hotel overlooking the Eiffel Tower. Later, Patrice will hold a special tasting of Courvoisier and explain how it is crafted.

It is in line with Courvoisier’s “Here’s To Now” campaign which celebrates “living in the now”. It aims to challenge conventions around the cognac category, appealing to premium spirit consumers aged 25 to 45 and creating new drinking occasions.

Maxxium UK’s marketing controller for luxury brands, Chris Anderson, said: “Here’s to Now is ground-breaking in its approach, leading the cognac category with a relevant campaign that keeps Courvoisier top of mind.

“Celebrating the brand’s rich 200-year history, Courvoisier is taking consumers on a five-star Paris experience to inspire them to live in the moment.”

Courvoisier campaign challenges cognac conventions (October 3, 2013)

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