This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.
Jameson tips ancient ritualistic drinks to trend
By Georgie CollinsPernod Ricard-owned Jameson has reprised its annual Black Barrel Bartender Series competition for a fourth year, and shared its predictions for the ingredients set to disrupt the industry in 2025.
Following a successful 2024 series, which saw 355 video entries (up 130% compared to 2023) across 46 countries, this year’s competition encourages Jameson’s global bartender family to submit a unique cocktail creation featuring Black Barrel Irish whiskey, that also champions their local cultures and communities through ‘processes, ingredients and beyond’.
To kick off this year’s competition, the judges have shared their 2025 industry and cocktail trend predictions.
This year’s judges include Millie Tang of De Vie, Claudia Cabrera of Kaito Del Valle in Mexico City, and Danil Nevsky, founder and CEO of Indie Bartender.
While last year’s competition saw the growing trend of localised flavours taking on a global stage, with cocktails featuring some of the most diverse regional ingredients, such as fermented mare’s milk (kumis), smilyan beans, mangosteen from Indonesia and walnut tree leaves from New Zealand, this year the judges are expecting to see bioluminescence and 3D-printed ingredients appear across the industry.
Cabrera anticipates that ‘weird and wonderful’ ingredients are set to disrupt the industry: “I expect to see bartenders looking backwards in time, using plants and herbology to make cocktails – from tree saps to herbs and roots and beyond.

“Additionally, I predict we will see cocktails that will bring ancient ritualistic beverages and their ingredients, such as tejate (prehispanic maize and cacao ‘drink of the gods’) and pulque (a more than 2,000-year-old Mesoamerican fermented agave drink), to the wider world, shining a light on regional culture.”
Furthermore, she predicts that umami flavours will be dialled-up, with algae and tomatoes being key players, and also using ingredients to create rare visual experiences. “I expect to see concepts like bioluminescence, colour-shifting and 3D-printed ingredients pop up on menus soon.”
Meanwhile judge Tang predicts “culinary techniques in drink production will intensify – with a focus on methods and technology used by expert pâtissiers.”
In addition, Nevsky, returning judge and hospitality consultant, commented that extremes and maximalism is likely to be the major industry shift of 2025: “Minimalism is out, and extremes are in,” he said.
“‘Samey’ will be very much passé with bartenders exploring extremes. Expect to see unseen ingredient combinations in drinks pushed further, like parmesan and espresso, as well as extreme savoury ingredients, such as mushrooms, anchovies and even root vegetables, used to push classics like the Dirty Martini to the very edge.”
Furthermore, he said that “drama won’t just come to cocktails in the ingredients. Dramatic garnishes and presentation will continue to get bigger and better across the year, while still being refined.”
The 2025 competition
The global bartender competition and mentorship programme opened for entries on Monday (13 January), and will close at 23:59 EST on 17 February.
Applicants for 2025 will be competing to win one of three €5,000 (US$5,153) cash prizes, a ‘once-in-a-lifetime’ trip to Cork, Ireland to attend the Jameson Hosts Global Summit, and access to leading industry figures for the Jameson Black Barrel Bartender Series Mentorship Programme, which aims to provide guidance and support to aspiring bar professionals seeking to enhance their skills and knowledge personally and professionally in the wider bar community.
Returning mentors Remy Savage of A Bar With Shapes For a Name, and Nevsky, will be joined by Eleni Nikoloulia, a bar and spirits journalist, World’s 50 Best Bars Academy chair, educator and drinks festival organiser.
Tony O’Brien, Jameson global advocacy manager, commented: “Following the runaway success of the mentorship programme in last year’s series, we are excited to bring this back better and stronger this year. A true highlight of last year’s winners, they discussed their own bar projects and got to pick the brain of true experts and get that element of support that is so essential in our bartending community.

“An addition to the cash prize, the mentorship offers that element of giving back to the industry which we and our mentors are so passionate about, and we look forward to that again this year.”
Entrants will be required to upload a video entry of their serve, and cocktail submissions will have to use Jameson Black Barrel to qualify.
Chosen by the judging panel, the top 24 entries will determine the regional winners who will be announced on 10 March on the @jamesonhosts Instagram page.
All 24 winners will get to attend a three-day, all-expenses-paid trip to Midleton Distillery, Ireland to attend the Jameson Hosts Global Summit curated in collaboration with Savage.
The summit offers ‘unrivalled’ networking opportunities, as well as access to ‘inspirational’ seminars and community building.
Here, the winners will also gain access to more than 100 members of the bar industry from across the globe.
These 24 regional winners will then be whittled down to the top 10 finalists on 21 March.
These 10 will then compete in the live final at the Jameson Hosts Global Summit, where three international winners will be identified through a blind tasting process judged by the remaining 14 regional winners and judges. The peer-judging process will then culminate in an anonymous vote, which will pick the top three global champions, and winners of the cash prize and mentorship.
To enter the 2025 competition or find additional information, click here.
Related news
What trends will dominate auctions in 2025?