Diageo invites bartenders to create new spirit brand

Diageo is giving bartenders the chance to create their own spirit that will sit in the group’s Reserve brands portfolio.

Diageo’s Show Your Spirit competition is now open to Western European bartenders

The Show your Spirit initiative is inviting bartenders across Western Europe to submit a plan for a new spirit brand, with the winning entry given 5% of the net sales for the first five years of the product launch.

In addition, a further 5% of the net sales will be put into a bartenders initiatives fund to create a legacy from the brand.

Andy Fennell, chief marketing officer at Diageo, said: “Show Your Spirit represents an incredible opportunity for inventive bartenders who are fast becoming the most influential trend setters and sought-after experts in the industry. By collaborating with bartenders we believe we can discover new opportunities and create a brand that could be the next big success story.”

To enter, bartenders need to submit an idea via their local Diageo Reserve brand ambassador. A panel of industry experts will choose three entries to develop further, which will be announced in April.

A fourth wildcard entry will be chosen by the public, and all four will be given the chance to attend an innovation day at Diageo’s Global Tenchinal Innovation Centre to develop their product. The final winner will be announced on 24 May 2013.

Diageo will help the winning bartender refine their concept and get the product ready for launch, as well as provide marketing support.