Belvedere Vodka is building on its new partnership with the next James Bond movie with a competition challenging bartenders to create a new twist on a Vodka Martini.
The competition is running globally, including the UK, and offers the grand prize of a week’s holiday for two on the luxury island resort GoldenEye in Jamaica – once home to Bond creator Ian Fleming.
The winner will also see their recipe promoted globally as a new signature cocktail and served at VIP events tying in with the release of Spectre, which is due out in November this year.
Their recipe must be inspired by Bond, contain Belvedere Vodka and vermouth, and be served in a classic Martini cocktail glass. It can contain any other ingredient – including gin – up to a maximum of 60ml of alcoholic product, used in a way that complements the vodka.
To enter, bartenders need to film a video of themselves – which can be as basic as a smartphone video – explaining their serve and its inspiration.
After the deadline of April 14, the judges will select 45 entries to go through to the three finals in Berlin, New York City and Sydney.
Nine will be chosen to go through to the global final in London, which will feature a series of challenges, leading to the winner being announced on June 19 – World Martini Day.
Entry is via a new microsite that is going live today (March 2) to tie in with the launch of the call for entries. It is at www.belvederevodka.com/TheChallenge.
It follows December’s announcement that Belvedere, part of LVMH, would be the latest drinks brand to partner the Bond movies, following on from Smirnoff.
Claire Warner, head of spirit creation and mixology for Belvedere, said they wanted to free the Martini from all the doctrine about how it should be made and demonstrate how flexible it can be.
“We want bartenders to get to know the Vodka Martini a little bit better and communicate the brand’s partnership.
“The Martini is still a very intimidating cocktail for the consumer. While Bond is awesome and cool, he has not particularly helped in terms of the intimidation factor when it comes to the drink.
“The cocktail has evolved and we would like to see it continue its evolution, and one of the ways to do that is to excite bartenders.”
In Ian Fleming’s novels, Bond’s favourite cocktail was the Martini, which he liked “shaken, not stirred”.