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Courvoisier launches inaugural global cocktail competition

Following the launch of Courvoisier’s Toast of Paris campaign, the Cognac house has announced its first global cocktail competition, also centred on the Paris Golden Age.

Courvoisier’s first bartending competition calls for a new twist on the Champagne Cocktail, inspired by the Paris Golden Age

The Toast of Paris International Cocktail Competition invites bartenders to create a new twist on the Champagne Cocktail inspired by the Paris Golden Age, which dated from 1870 to 1910.

Entries are also required to “showcase the versatility of Cognac”, using Courvoisier VSOP as the base spirit.
In April, six UK semi-finalists will compete in London for a place in the global final, held in Paris in May. The UK winner will have the opportunity to represent Courvoisier during London Cocktail Week 2016 and take part in future campaign activity.
The finalists will travel to the Courvoisier Chateau in Jarnac, France, and visit the centuries-old Paradis Cellar to meet with Courvoisier’s Master Blender, Patrice Pinet.
The winning bartender will be given a blend of Courvoisier Cognac dating back to 1889, presented in an engraved crystal decanter.
Prior to the competition, Maxxium UK will be hosting masterclasses in nine cities throughout the country from January to March, where attendees will explore Courvoisier’s history and heritage, and Paris Golden Age heritage in a “fully immersive” experience including food pairings and cocktails.
The experience will be hosted by Courvoisier global brand ambassador, Rebecca Asseline, and Maxxium UK’s MIXXIT team.
Maxxium UK’s marketing controller for luxury brands, Chris Anderson, said: “This is an exciting year for Courvoisier. Building on the new brand campaign, the bartender competition is linking leading markets around the world to celebrate The Toast of Paris Since 1889 and encourage the use of Courvoisier in signature serves like the Champagne Cocktail.
“The on-trade is an extremely important segment of the business and Maxxium UK is supporting the country’s number one Cognac with significant investment in education and engagement. We are looking forward to seeing how leading bartenders across the country recreate the Champagne Cocktail and represent the Paris Golden Age with Courvoisier at the centre.”

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