Sir Edmond Gin brings cocktail contest to Italy

Dutch brand Sir Edmond Gin is challenging Italian bartenders to participate in its Gin & Sound Pairing cocktail competition.

The competition was launched in 2018, inviting bartenders to create cocktails inspired by music.

This year, the gin brand has partnered with Gruppo Meregalli to bring the competition to Italy.

“We are thrilled to bring the Sir Edmond Gin & Sound Pairing competition to Italy. We have worked hard on this brand activation alongside our respected partner Gruppo Meregalli,” said Lotte Dekker, brand manager of Sir Edmond Gin.

“Italy’s legendary mixology talent and flair, combined with our focus on flavour, promises to be truly inspiring. We can’t wait to see what these bartenders come up with. But this is just the first step, we have plans to expand the competition globally this year.

“We believe that the Sir Edmond Gin & Sound Pairing Competition has the potential to become a global celebration of mixology, music, and cultural exchange.”

The winner will receive a prize of €500 (US$537), ‘specifically to fuel their love of music’.

This year, the competitors are encouraged to submit their cocktails on the company’s website as well as showcase their skills in a video on social media.

The competition is open to all Italian bartenders, with entries closing on 1 July.

The 2023 competition took place at LuminAir Amsterdam on 16 October, where Andre Montijn took home the prize with his ‘Lady Blue Berry’ cocktail pairing with Jean Knight’s Mr Big Stuff.

Earlier this month, Sir Edmond Gin was named the Spirits Distributor of the Year sponsor at The Spirits Business Awards 2024.