Chivas looks back to cocktail heritage for competition


Chivas RegalBartenders are being challenged to use Chivas Regal whisky to create classic cocktails from the 1880s through to the “disco years” and the present day.

Chivas Brothers, part of Pernod Ricard, has launched the global programme, called The Chivas Masters, to encourage the bar trade to rediscover the classic cocktails of the past and recreate them with Chivas Regal.

To become a Chivas Master, bartenders will need to demonstrate knowledge of cocktail heritage, mastery of the art of making great cocktails, and creativity.

In the UK, bartenders will be invited to five regional finals across the UK starting on April 8 in Bristol. The winners from each regional final will compete in the UK final in London on June 3 for a place in the global final in New York City.

The prize includes the opportunity to work in partnership with a second craftsman to create a new luxury item of barware for the bartender community. This item will be hand-produced and given as a gift to all bartenders who participated in the global competition.

All global finalists with also receive an-all-expenses-paid trip to the Tales of the Cocktail festival in New Orleans in July, where they will be able to attend a range of exclusive seminars and events.

The competition involves creating cocktails from the following eras:

The Classic Age (1880 – 1920): This era is now considered the “Classic Age” of cocktails. The first Martini, Manhattan, and Daiquiri were recorded along with many others. It also saw the birth of Chivas Regal.

The Post-War Boom (1945 – 1960): This period brought back some of the luxuries in life, including the arrival of Chivas 12 Year Old.

The Disco Years (1975 – 1990): Sometimes referred to as “The Dark Age” of cocktails, this was the era when cocktails became popular with the masses although some say they lost sight of some of the craftsmanship of the previous 100 years.

The Age of Revivalism (the present): Today, Chivas Regal points to a new era of craftsmanship.

Vicky Wood, head of marketing at Pernod Ricard UK, said: “We are excited to introduce The Chivas Masters for the first time – an exclusive competition that celebrates the craft of bartending and gives aspiring bartenders the opportunity to be the name behind the world’s next classic cocktails.

“With a heritage of over 200 years, Chivas is one of the world’s most iconic whisky brands, and our aim with The Chivas Masters is to make the brand relevant to bartenders today. We believe this will help to build bartender advocacy for the brand in the UK.”


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