Bartenders to create new Diageo brand

Diageo is calling on bartenders to come up with a new spirit or liqueur, which will sit within the drinks group’s Reserve collection of luxury brands.

Diageo’s Reserve portfolio

The winner of this “Show Your Spirit” initiative will enjoy 5% of the net sales revenue for the first five years following their product launch, which will sit within a portfolio that includes brands such as Johnny Walker Blue Label whisky, Ketel One vodka and Tanqueray No.10 gin.

The competition is open to bartenders in Western Europe, with the three strongest ideas going through to the final, along with a fourth wild card finalist, which will be selected by the bartending community and public from a shortlist of 20.

All four finalists will then spend four days at Diageo’s Global Technical Innovation Centre to develop their product, before presenting it to the judges in a live final on the fifth day. The winner will be announced on 24 May.

Describing bartenders as “fast becoming the most influential trend setters and sought-after experts in the industry,” Diageo’s chief marketing officer Andy Fennell explained: “By collaborating with bartenders we believe we can discover new opportunities and create a brand that could be the next big success story.”

In addition to sharing a percentage of sales revenue with the new product’s co-creator, Diageo has also pledged to set aside a further 5% of the drink’s sales for a bartenders’ initiative fund, which will build on the entrepreneurial spirit of this first initiative.

Entries for the competition close on 18 March and the finalists will be announced on 15 April. Bartenders wishing to submit an idea should contact their local Diageo Reserve brand ambassador, with further information available on Twitter via @ShowYourSpirit.