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Mistura Beirão brings cocktails to prime time

Casa Redondo-owned Licor Beirão took centre stage on Portuguese TV in the world’s first prime-time cocktail competition.

Mistura Beirão TV cocktail Competition
Mistura Beirão (Mixing Beirão) was the first mixology competition to be broadcast on an open channel on prime-time television

The launch of the five-week, five-episode programme in June, Mistura Beirã, exceeded all expectations, reaching 11.7% of the audience share, making it the leader in viewership for the premiere.

With each episode receiving a higher rating, the third episode achieved an 18.7% share, increasing the stakes for the last two episodes.

Mistura Beirão aims to raise awareness about the evolution of the spirits industry and the art of mixology. The programme showcases the talent and creativity of 10 of the country’s bartenders to elevate the recognition of their profession with the ultimate goal of crowning ‘the boss of mixology’.

The final was broadcast on Saturday 20 July, with Ana Camacho from Madeira named the winner of the competition.

The programme is hosted by Maria Cerqueira Gomes and Rui Simões, two of the station’s presenters.

The judging panel consists of well-known personalities from the television station, which also owns CNN Portugal, as well as several experts in the field of mixology. They will play a crucial role in unveiling the mysteries of unique ingredients and advanced techniques, making this world more accessible to consumers.

“It’s a long-held dream come true. As the number-one spirit in Portugal, we feel a responsibility to inspire and give training and information on this fascinating area of mixology,” said Daniel Redondo, CEO of Licor Beirão.

“Portugal has already done a great job of elevating gastronomy with programmes like MasterChef, so now it’s our turn to do the same for mixology, revealing the incredible professionals we have in Portugal.”

As the winner of the contest, Camacho will attend an advanced bartending course in New York as ‘a unique opportunity to hone [her] skills and gain international recognition’.

Licor Beirão is a Portuguese herbal liqueur with an original recipe dating back to the 19th century. The brand is owned by Portuguese spirits producer and distributor Casa Redondo, whose portfolio includes Aperitivo Per Se, Amarguinha, The FoxTale Gin, and Aldeia Velha.

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