A new online “mixology portal” has been created for Disaronno liqueur as part of a twist on the brand’s annual global cocktail competition, Mixing Star.
Bartenders across the UK and overseas are being urged to submit their unique twists on the Disaronno Sour serve via the new website called the Mixing Star Lab.
The best cocktail will be rewarded with an all-expenses-paid trip to Cantine Florio in Sicily, where they will join a group of professional mixologists, Disaronno brand ambassadors and last year’s Mixing Star finalists for a two-day intensive mixology training course.
The competition launches online at www.themixingstar.com today (March 3), with a deadline of May 9. Bartenders will be asked to explain how and why they have adapted their Disaronno Sour before one finalist from each country is selected by a judging panel. The winners will be announced on May 30.
Disaronno brand manager Sam Bovill said: “The Mixing Star Lab is a new digital platform where Disaronno can engage with bartending experts and encourage the exchange of creative ideas.
“This year we’re looking for a twist on the classic Disaronno Sour, and the new twist on the competition format reflects this.
“By steering away from the traditional cocktail competition and the selection of one overall winner, the aim is to connect with a larger group of bartenders for the long term and on a more personal level.
“In Cantine Florio the finalists will have the opportunity to learn from some of the most talented people in the industry, whilst working with fine spirits and liqueurs in world-class surroundings.
“Previously there has been a high calibre of entrants, and in 2014 we will create lasting relationships with a community of influential figures who will leave the process as keen mixologists and dedicated Disaronno brand advocates.”
Disaronno’s Mixing Star Lab will be supported via the new website, a digital media campaign, PR and targeted advertising.
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