Jameson Irish Whiskey has developed a Grow Your Own Cocktail web series, alongside a new competition, to promote local sourcing, collaboration and discovery among bartenders and producers around the world.
Last year, the Jameson team brought bartenders, local farmers and producers together in communities across the globe to encourage mixologists to create locally inspired cocktails.
The adventures were captured and can now be enjoyed as part of a new six-part web series, featuring episodes from Dubai, Tel Aviv, Kuala Lumpur, Shanghai, Stockholm and Cork.
The series aims to educate and inspire the global bar community to use local and uniquely sourced ingredients.
Alongside the web series, Jameson is launching a new competition, offering a €1,000 cash prize, to be split equally between bartenders and producers who work in collaboration to create a Jameson cocktail using locally sourced ingredients.
Entrants need to post their cocktail on Instagram, outlining the local ingredients used, background to the collaboration, and explain why Jameson should support them, along with the hashtag #GrowYourOwnCocktail. The deadline for entries is 14 September and all posts must tag @JamesonHosts
Brendan Buckley, Irish Distillers’ international marketing director, said: “The Grow Your Own Cocktail web series is integral in encouraging collaboration between the bar industry and their local craftspeople.
“The bar community has faced serious challenges in 2020, so now, more than ever the industry needs solidarity, creativity and innovation to help it through these times.
“It’s Jameson’s mission to support this creativity and encourage bartenders to use their own environments in truly innovative ways.
“The bartending community is at the heart of Jameson as the first advocates of our whiskey many years ago. We can’t wait to see what bartenders and their wider communities come up with.”
Episodes of the web series are being released throughout August and September via @JamesonHosts on Instagram and the Jameson Irish Whiskey YouTube channel.