UK drinks agency The Cocktail Service has launched The Drinkstagram Awards in partnership with Makers Mark whisky, with the winner set to receive prize money of £1,000.
The agency is a supporter of the rise of cocktail culture on Instagram and has seen the bartending scene on the platform gain huge popularity over the last year.
With this in mind, The Cocktail Service has created a cocktail competition which focuses on Instagram bartenders and their innovative recipes.
From 24 April, bartenders will be able to enter using any combination of products but a key emphasis will be placed on the aesthetics of the cocktail, with a recipe and inspiration also heavily contributing.
To enter, bartenders must create an original cocktail and post a photo of it on their Instagram page, with its name, inspiration and choice of ingredients. Makers Mark and The Cocktail Service must be tagged, along with the hashtag #drinkstagramawards2020.
Entrants are asked to publicise their drink during the entry phase. The amount of accumulated likes will account for ten points, with the score weighting as follows:
Entry likes on bartender’s account 10/100
Judges will include two leading cocktail influencers, Jean Vital of @cocktail_circus and Morten Krag of @thecocktail.blog, who between them have over 150k followers. A representative from Makers Mark and The Cocktail Service will also join the judging panel.
The competition, which is open to all, will launch on Friday 24 April and will run for two weeks before the shortlist is announced. The winner of The Drinkstagram Awards 2020 will be announced on May 15 at 17:00 GMT.
Nick Ford, director of The Cocktail Service, said: “We have seen a phenomenal response in our initial marketing of the competition and we have reached out to many leading influencers globally who will take part in our inaugural competition.
“We feel that cocktail culture on Instagram is a sleeping giant, it has a huge, huge following and is backed up by some incredibly talented mixologists and home bartenders who have never even worked in a bar
“The opportunity to showcase this talent through this competition is fantastic, as is working with a global brand such as Makers Mark. The global nature of this competition means they are the perfect partner for the inaugural competition.”