Licor 43 praises passion with cocktail competition

Spanish liqueur brand Licor 43 has launched a global cocktail competition that seeks to find the “most energetic, dedicated and enthusiastic” bartender.

Competitors entering The World’s Most Passionate Bartender must create an original Licor 43 cocktail

The World’s Most Passionate Bartender competition invites bartenders from all over the world to “demonstrate their passion” with an original Licor 43 cocktail.

Finalists will be selected through preliminary national competitions in 15 participating countries and together with the winner of the International European Bartender School contest will go head-to-head in Barcelona this October for the two-day final.

The winner will receive a trip for two to Spain, with the winning serve featured online as the official cocktail of The World’s Most Passionate Bartender 2017.

Licor 43 launched the competition dedicated to recognising passion in the hospitality industry after a global study conducted by Kantar Millward Brown showed that after good quality, price and atmosphere, consumers rank passion as a key attribute.

“Licor 43’s mission is to share pure Spanish passion or Pura Pasión with the rest of the world,” said Diego Zamora’s Spirits global marketing director, Julian Fernandez Estevez.

“Our research shows that consumers worldwide appreciate bartenders who show passion for what they do, so this international competition aims to shine a spotlight on its importance and reward those who demonstrate their Pura Pasión, together with their unique qualities that combine to give consumers a memorable drinking experience.”