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?

Diageo pips BP to FTSE 100 social top spot

Drinks group Diageo has been named the most effective FTSE 100 company at more...

Sazerac files another Fireball copycat suit

Sazerac has accused a Florida-based spirits company of planning to release a more...

London's Mahiki launches coconut rum liqueur

London-based tiki nightclub Mahiki has unveiled a coconut rum liqueur and a more...

Scotch records 'best year' for exports since 2013

Scotch whisky exports have increased by both volume and value for the first more...

Subscription service highlights experimental gins

As the at-home drinking trend continues to grow, two entrepreneurs have more...

Scientists create 'brandy' in three days

Researchers in Spain have produced a grape spirit with the characteristics of more...

Patrón marks Margarita Day with cocktail contest

Patrón Tequila has launched its 2017 quest to find its Margarita of the Year, more...

The week in pictures

A star-studded week for the spirits industry saw Grey Goose create cocktails more...

Lakes Distillery to support English National Ballet

Cumbria-based The Lakes Distillery has joined the likes of Chanel and make-up more...

Mattioni: Premium rums will ‘definitely develop’

The premium-plus rum segment in the UK will "definitely develop", driven by more...

Canadian Club fans vow to stop Centre closure

A tourism board has joined a group of whisky fans to protest the closure of more...

Spirit Show launches subscription service

The Spirit Show London organisers have launched The Spirits Society, a monthly more...

Don Q releases spiced rum variant

Puerto Rican-rum brand Don Q has finally released its anticipated Oak Barrel more...

Stoli Group USA details exec appointments

Stoli Group USA has expanded its executive leadership team with a string of more...

Pernod to roll out smart bottles 'in coming weeks'

Pernod Ricard will introduce 'connected' QR-coded bottles across its entire more...

Moskovskaya intros lim-ed bottle as sales soar

Amber Beverage Group-owned Moskovskaya Vodka has unveiled its first limited more...

Pernod lobbies against US border tax proposals

Pernod Ricard's CEO Alexandre Ricard has branded the proposed US border levy a more...

Ardgowan recruits former Bruichladdich and Diageo directors

Planned lowland Ardgowan has appointed Bruichladdich's former marketing more...

Pernod Ricard eyes further acquisitions

Following Pernod Ricard’s re-entry into American whiskey with its Smooth more...

Asahi Group’s spirits business slips 6.1%

Nikka owner Asahi Group saw its full-year whisky and spirits sales contract more...