Beefeater calls for MIXLDN 7 entries with New Orleans takeover

Beefeater Gin is calling for entries to its MIXLDN 7 cocktail competition – and drew attention to the event by taking over a famous street in New Orleans.

During the Tales of the Cocktail festival last month, Beefeater’s master distiller Desmond Payne (pictured right) and recently named global brand ambassador Sumaiyah Connolly (pictured left) temporarily transformed the city’s ‘Rue Bourbon’ street into ‘Rue Londres Sec’, or ‘London Dry Street’.

The takeover was an attempt to garner the attention of festival-going bartenders for the seventh edition of its MIXLDN competition.

Earlier this year, Hong Kong bartender Timothy Ching was crowned winner of the sixth annual Beefeater MIXLDN following a hard-fought final in London.

Ching impressed a panel of judges during a number of competitive rounds that took place over the course of three days last week.

His cocktail – Please Sir I Want More – clinched the top accolade during Beefeater MIXLDN’s grand final at The Bike Shed in Shoreditch, fighting off competition from 31 other finalists.

The competition tasked bartenders from around the world to create a cocktail using either Beefeater London Dry or Beefeater 24, taking inspiration from films set in London.

For more information on the seventh MIXLDN competition, visit www.beefeatermixldn.com.