Courvoisier seeks UK’s most spontaneous bartenders

courvoisier chateau

UK bartenders are to be challenged to demonstrate their “spontaneous talent” in a competition for Courvoisier cognac.

Maxxium UK is to run two initiatives this summer, one for bar teams and one for individuals, to test bartenders’ creative flair.

It is part of the brand’s Here’s to Now marketing campaign, which inspires consumers to embrace life in the moment.

For the first competition, Courvoisier is searching for a pair of bartenders to complete the line-up alongside four pre-selected teams from London bars Milk & Honey, Paramount, The Hospital and Opium.

Courvoisier will test the skills of the duos to create spur-of-the-moment Courvoisier cocktails against the clock, using a selection of ingredients from a mystery hamper.

In the spirit of Here’s to Now, a surprise fifth team will be selected by UK brand ambassador Rebecca Asseline to compete in the final at a leading London bar on July 21.

The winning team will be awarded a two-day trip in late September to the home of Courvoisier in Jarnac, France, to experience at first hand the harvest and Le Paradis cellar.

The competition for individuals will be the culmination of a trip to the home of Courvoisier and will take place at the cognac house’s chateau (pictured) on September 12.

Three hand-picked finalists will travel there with Courvoisier consumers and compete for a single sought-after ticket to continue on to a VIP overnight trip to Paris.

The competition format in Jarnac will see each bartender paired with a consumer at the bar where they must use the “here and now” to create their perfect serve. Judges and the guest audience will vote for the winner.

To apply, entrants are asked to create a serve for consumers to enjoy while travelling on the trip and suggest how they might entertain them.

Maxxium UK’s marketing controller for luxury brands, Chris Anderson, said: “Our message is simple: Courvoisier is to be enjoyed in the moment and not left on the shelf for special occasions.

“Whilst good bartenders recognise the importance of including cognac in their cocktail menus, this competition highlights Courvoisier’s versatility and perfect blend of aromas that makes it ideal for making flavourful and balanced cocktails.

“Both competition elements will make contenders think on the spot and test their natural intuitive bartending and hosting skills, inspiring bartenders to tap into their natural spontaneity with Courvoisier at the very heart of what they create.”

Click here to see the latest news stories from

Previous Italian-style bar set to open in Edinburgh development
Next Rum brand comes to the UK that is the real McCoy