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Bartenders asked for ideas for a new spirit

Diageo is launching a competition called ‘Show Your Spirit’ among western European bartenders to co-create a new spirit or liqueur to sit within Reserve brands, Diageo’s luxury spirits collection.

The winner will be entitled to five per cent of the net sales for the first five years of the product launch and will have the opportunity to see their co-created product feature alongside world-famous brands such as Johnnie Walker Scotch Whisky and Ketel One Vodka. An additional five per cent of the net sales will be put into a bartender initiatives fund to create a legacy.
Andy Fennell, chief marketing officer, Diageo, says: “Show Your Spirit represents an incredible opportunity for inventive bartenders who are fast becoming the most influential trend setters and sought-after experts in the industry. By collaborating with bartenders we believe we can discover new opportunities and create a brand that could be the next big success story.”
Known for developing ground-breaking products and establishing new spirits categories, Diageo is putting a fresh spin on its innovation process by seeking out the most ingenious and inventive bartenders with which to collaborate. All the competing bartenders need is an idea; Diageo will provide the expertise to refine the product ready for launch and provide marketing support.

After all the product concepts have been submitted, an elite panel of industry expert judges will select the three most exciting entries they would like to see  developed further. The top three finalists will be announced in early April, at which point the bartender community and public will be called upon to vote for a fourth, wildcard finalist from a shortlist of twenty. All four finalists will spend four days at Diageo’s industry leading Global Technical Innovation Centre to develop their product, before facing the judges in a live final on the fifth day. The overall winner will be announced on May 24, 2013.
Syl Saller, global innovation director, Diageo, comments: “Show Your Spirit celebrates the creativity of bartenders. We want to invest in their passion and talent to give them the opportunity to use their entrepreneurial flair to co-create a new product with us. We’re looking for that spark of genius, a touch of magic that will really excite us. We think the combination of bartender originality and Diageo’s expertise in liquid development and brand marketing is a winning formula.”

Any bartender wishing to enter Show Your Spirit should contact their local Diageo Reserve brand ambassador.

11 March 2013 - Felicity Murray