Exploring the world’s biggest cocktail competitions

What drives bartenders to take part in cocktail competitions, and what do brands get out of it? It’s a win-win situation, writes Tom Aske.

Some of the world’s biggest cocktail competitions offer unparalleled exposure for bartenders

Competition is without doubt the best way for us to improve, learn and grow as individuals. The cocktail competition scene has been active as far back as the 19th century, with bartenders seeking to gain recognition for a craft that largely goes unrecognised by the consumer.

These friendly yet fiercely competitive platforms enable the bartender to showcase their ability to a captive audience – an audience that could contain prospective clients or a future employer. The influence of social media has opened the door to global markets at the touch of a button, resulting in cocktail competitions that have risen from regional, low-key events to annual multi-million-pound extravaganzas. One needs only look at the prestige contests such as Diageo World Class, Bacardi Legacy and Bols Around the World now hold. Simultaneously, we have begun to see a second tier of smaller brands understanding the benefits of engaging bartenders in competition, with the emergence of the Diplomatico World Championship and Havana Club Grand Prix.

In an industry so heavily reliant on the relationship of the bartender to drive volume (this is a business after all) the question has to be asked, what is in it for both brand and competitor?

Spike Marchant, global World Class ambassador, has worked on developing competitions for 20 years and gives an insight into the main motivating factors for creating their annual competition. “World Class was created with the idea of integrating both education and brand awareness into a competition,” he says. “Telling bartenders about the quality of your liquids and giving them a showcase for their creativity with those brands is a win-win.”

An abundance of rewards

For bartenders, the motivation for involvement will vary, but ultimately the results of a successful campaign will remain. Winning a major competition will result in a variety of benefits; these can be monetary, either through a cash reward or consultancy work gained, an increase in reputation or the ability to travel the world simply doing a job you love. The stakes are high and the rewards even higher with applications now running into the hundreds per market.

The World Class program began as a UK-based competition that has now grown globally. Diageo Reserve Brands now runs World Class in 57 different countries, meaning as many as 10,000 bartenders apply every year with only one winner. Bacardi’s Legacy competition has also expanded over the past few years, with brand advocacy playing an integral part of its development. The Legacy competition assists its finalists with marketing budgets, creating an army of unofficial ambassadors around the globe driving the message about their Legacy cocktail creation and the brand.

May Kongsrivilai, brand ambassador for Bacardi, explains: “Different competitions will have different priorities. Some might initiate a competition to help bring exposure to a brand or the launch of a new product. It’s safe to say that for all brands it’s about giving back to the bar community and the bartenders. Competitions are a great way to create long-term advocates and partnerships with individuals.”

Equally important for the bartender, however, is that the competition creates a mutually beneficial scenario that enables their own personal and professional growth. Erik Lorincz, head bartender at The American Bar at The Savoy in London, is one such bartender whose career and personal opportunities have been irreversibly changed after winning Diageo World Class Bartender of the Year in 2010. Despite being a globally-recognised bartender prior to his win, Lorincz’s triumph opened the doors to experiences that were previously beyond his reach.

Bartenders usually assume a brand role after winning cocktail competitions

Learning opportunity

He has been fortunate to visit over 30 countries to educate and judge the future’s finest bartending talent, all the while cementing himself as one of the industry’s most influential figures. It was not this legacy however that motivated Lorincz to move into competitive bartending. “When I entered cocktail competitions the main focus was to show what am I capable of, test myself and see what my weak parts were and improve them, but mostly I wanted to share ideas with other bartenders,” he explains.

It is the concept of idea-sharing and networking that is often the biggest influence on a bartender’s involvement. The opportunity to hone their skills or gain inspiration from like-minded peers while at the same time put themselves in the spotlight for potential future opportunity means that the bigger the competitions become, the more people will want to participate. Rusty Cerven, winner of Bols Around the World 2013, competed in a variety of competitions before his win and sees these networking opportunities as invaluable. “The main motivation should be the opportunity to compete with other bartenders, develop new contacts and exchange knowledge and inspiration,” he says. Since winning the Bols title he has taken advantage of global personal exposure through brand sponsorship. “I was able to attend almost every bar show running and do gigs in many places around the world,” he adds. “I don’t know how I would have managed to do that by myself.”

Talent pool

Looking at the most recognisable faces in the industry today, it can be said with most certainty that the majority of them have either gained or developed their reputation through the medium of competition. It can also be said that this same exposure offers brands a talent pool from which they can cherry pick the brightest bartenders. Finding an individual that can represent brand values while also having core knowledge of the brand’s history and production is difficult, unless you have 200 bartenders each year competing and showing just that. Such is the beauty of the bartender, competition and brand relationship that it serves all parties.

As for life far beyond the competition, it is with increasing regularity that triumphant bartenders will go on to work as ambassadors, either for the brand hosting the event or even a rival company. Shervene Shahbazkhani, global brand ambassador for Bacardi, has seen this trend emerge with fervour in the past five years. “Nine times out of 10, winners of competitions go on to brand roles,” she says. “Brands often look to past winners when looking to hire as they tick all the boxes. They know how to make and create great cocktails, have good stage presence, are confident public speakers and have a determined can-do attitude.”

It is clear to see that the brand investment and growth of global competitions will only accelerate as an influx of smaller brands emulate the success of the current giants. And ultimately, this will only result in better quality drinks and more knowledgeable bartenders that have a clear career progression path assisted by the brands they adore. The guests that frequent their bars will be delivered such impeccable drinks and service that they then too will become advocates of the bar, bartender and brands they represent – something that can only serve to drive global industry standards to a new high.