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?

The Tequila Masters 2016 results

Producers of Mexico’s iconic liquid remain determined to shake off the more...

Wenneker Swizzle Masters Smoky Mezcal winner revealed

With a focus on the fiery flavours of mezcal, Ms. Rosemary’s Smokin’ by Joe more...

First Craft Bartender Summit set to launch

Bar and mixology training firm A Bar Above will host the inaugural online Craft more...

American whiskey boosts US spirits once again

Spirits experienced another year of “steady growth” in the US last year, more...

Santamanía enters Australian market

Madrid distillery Santamanía has partnered with an Australian producer to more...

Lagardère Travel Retail posts +4.3% growth

Lagardère Travel Retail saw “continued momentum” in 2015, with more...

William Grant ups peated presence with Ailsa Bay

William Grant & Sons has launched the first single malt whisky from its Ailsa more...

Pernod Ricard H1 profits rise despite China woes

Strong performances in the US, Spain and the UK contributed to a 3% sales more...

Southern Wine & Spirits exec to retire

Southern Wine and Spirits of America has announced the retirement of Will more...

Vijay Mallya debt default costs Diageo $135m

Vijay Mallya, billionaire chairman of United Spirits, has cost Diageo US$135 more...

The week in pictures

What a week it's been with Justin Timberlake shaking things up behind the bar, more...

Shortcross gin maker launches aged expression

Ireland’s Rademon Estate Distillery has launched a cask-aged version of its more...

Beefeater unveils Burrough’s Reserve Edition 2

Beefeater launched a new cask-rested gin expression, Beefeater Burrough’s more...

WSTA calls for further 2% spirits duty cut

The Wine and Spirits Trade Association (WSTA) has ramped up its lobbying more...

Beam Suntory targets Kenya with distribution partnership

Edrington Fix Middle East (EFME) and King Beverage have formed a "strategic more...

Perth distillery unveils 'first' quinoa spirit

A distillery in Perth is preparing to launch what is thought to be more...

The week in pictures

In just one week we've crammed in barrel-aged cocktails at Big Easy, delectable more...

Top 10 best value for money Tequilas

As a new wave of agave aficionados express interest in the category, producers more...

Bartenders debate level of responsible service

The best bartenders get a kick out of helping people have a good time – but more...

Consumption of domestic UK spirits declines

UK drinkers are switching from local to international spirits brands as new more...