Bombay Sapphire takes Glasshouse Project globalBy Annie Hayes
Bombay Sapphire has announced the worldwide expansion of its bartender brand advocacy initiative, The Glasshouse Project, following a successful pilot in London.
The experiential activity, which consists of talks and seminars led by leading figures both inside and outside of the drinks industry, seeks to identify how cultural, social and economic influences and trends can affect gin consumption and cocktail style.
The outcome is a series of workshops designed to “push the boundaries of gin mixology” and help attendees create their own bespoke serves for their respective bars.
Each event will have a “highly localised feel” and the content of each individual workshop will be adjusted to reflect the specifics of each market.
Following on from the sessions, each attendee will lead a tasting session to demonstrate how they’ve used the information from the workshops, and will also take part in various other brand initiatives at local and global levels.
The Bacardi-owned brand is to kick off the global series of workshops in Majorca over 26, 27 and 28 June with Southern European bartenders such as Borja Cortina, Miguel Pérez and Joao Eusebio in attendance.
Speakers include Mark Shayler, director of This is Ape, a sustainable innovation consultancy; Professor Charles Spence, experimental psychologist at the University of Oxford; and Chris Hines MBE, former sustainability director of the Eden Project.
“Last year’s inaugural workshop was hugely successful in terms of opening up conversations with some of the world’s best bartenders and serves as a platform for this year,” said Julian Davies, global marketing manager at Bombay Sapphire.
“The sessions are designed to be a genuinely memorable experience for our attendees and draw in elements of other creative disciplines to add value to the art of mixology – it’s a purposely collaborative and interactive initiative, as these bartenders are at the top of their game.”
Further sessions are scheduled to follow in London and Germany in August, Sydney in September, and Asia and Africa in November.