Coca-Cola seeks bartenders to create new Signature MixersBy Nicola Carruthers
The Coca-Cola Company is inviting bartenders from across the globe to co-create its next batch of Signature Mixers for dark spirits as part of its Open Bar Project.
In May last year, The Coca-Cola Company teamed up with five leading bartenders to create its Signature Mixers range. The collection, which was created to be paired with premium dark spirits, was described as a “global first” for the soft drinks heavyweight.
The range debuted with four flavours: Smoky, Spicy, Herbal and Woody. It was created in partnership with bartenders Max Venning, Pippa Guy, Adriana Chía, Antonio Nevares and Alex Lawrence.
Following the “successful launch” of the first batch, The Coca-Cola Company is on the hunt for the “world’s most innovative and imaginative mixologists” to collaborate on a new raft of mixers.
A Coca-Cola spokesperson explained: “After the successful launch of Signature Mixers last year, our ambition is to continuously innovate, and create new and exciting taste experiences for discerning drinkers.
“The Open Bar Project is all about recruiting the best mixologists to craft new flavours to complement the original four Coca-Cola Signature Mixers and ultimately, shine a light on dark spirits mixology, whilst opening up this process to a new audience.”
The soft drinks producer will recruit experts from across the world who are “recognised for their flavour innovation, trendsetting drinks recipes as well as rising stars in the industry”. The bartenders will be joined by local talent from across Western Europe, including France, Ireland and Belgium.
Once the new recipes have been finalised, Coca-Cola will launch a series of pop-up Signature Mixers Open Bars in “secret locations” across Europe in a bid to test the new batches with the public.
The pop-ups will invite a select audience from across the on-trade, as well as consumers, to enjoy masterclasses with the co-creators, taste the mixers blind and take part in interactive workshops.