Diageo invites bartenders to create new spirit brand

5th March, 2013 by Becky Paskin

Diageo is giving bartenders the chance to create their own spirit that will sit in the group’s Reserve brands portfolio.

Diageo Show Your Spirit

Diageo’s Show Your Spirit competition is now open to Western European bartenders

The Show your Spirit initiative is inviting bartenders across Western Europe to submit a plan for a new spirit brand, with the winning entry given 5% of the net sales for the first five years of the product launch.

In addition, a further 5% of the net sales will be put into a bartenders initiatives fund to create a legacy from the brand.

Andy Fennell, chief marketing officer at Diageo, said: “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.”

To enter, bartenders need to submit an idea via their local Diageo Reserve brand ambassador. A panel of industry experts will choose three entries to develop further, which will be announced in April.

A fourth wildcard entry will be chosen by the public, and all four will be given the chance to attend an innovation day at Diageo’s Global Tenchinal Innovation Centre to develop their product. The final winner will be announced on 24 May 2013.

Diageo will help the winning bartender refine their concept and get the product ready for launch, as well as provide marketing support.

Leave a Reply

If that's interesting, how about these?

Beluga vodka to make Vinexpo HK debut

Russian spirits producer Synergy is taking Beluga vodka to Vinexpo Hong Kong more...

Black Cow makes key sales appointment

As part of its continued global expansion, Black Cow Pure Milk Vodka has more...

Analysis: Vodka in six key markets

Once the all-powerful white spirit that could do no wrong, vodka has in recent more...

Ex-Bacardi chief to replace Diageo chairman

Diageo has named former Bacardi CEO Javier Ferrán successor to the group’s more...

Haig limited edition gets ‘sensory’ activation

Diageo Global Travel & Middle East has hosted a series of large-scale more...

Stock concedes to appoint new board members

Ahead of its AGM next week, Central and Eastern European producer Stock Spirits more...

Stock Spirits loses battle against shareholder

Stock Spirits’ largest shareholder has claimed victory against the Central more...

Western Europe on the road to recovery

The Western Europe spirits market has been a story of struggle and strife over more...

Courvoisier revamps travel retail range

Beam Suntory Global Travel Retail is seeking to convert single malt Scotch more...

Tech-focused InchDairnie Distillery opens doors

Scotch whisky veteran Ian Palmer has launched the Fife-based InchDairnie more...

Botran Rum: a brand history

As Botran Rum celebrates its 75th anniversary, SB discovers the family more...

Gin Mare increases gastro focus in Mediterranean Inspirations

Gin Mare has launched the sixth edition of its international Mediterranean more...

Brexit could 'apply brakes' to UK gin boom

The heads of Chivas Brothers and trade body the Wine and Spirit Trade more...

Top spirits at Vinexpo Hong Kong 2016

As the international drinks industry gears up for the seventh edition of more...

Redsmith brings distilling back to Nottinghamshire

Nottinghamshire’s first gin distillery to open in more than 100 years – more...

Stoli backs Absolutely Fabulous: The Movie

Stolichnaya Vodka has partnered with Fox Searchlight Pictures for the launch of more...

WSET unveils new website design

The Wine & Spirit Education Trust has launched a new website and is encouraging more...

British Bottle Company to launch brands in US

The British Bottle Company has struck a deal with Vine Street Importers to more...

Diageo to de-list debt on NY Stock Exchange

Diageo is planning to voluntarily de-list certain debt securities from the New more...

Pernod drives Absolut Elyx focus in US

As Pernod Ricard attempts to claw back growth for Absolut vodka, the group has more...