Bartenders to create new Diageo brand

4th March, 2013 by Gabriel Stone

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

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.

One Response to “Bartenders to create new Diageo brand”

  1. Bring back the Johnnie Walker liqueur I say.

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Job vacancies

UK Brand Ambassador - That Boutique-y Gin Company

That Boutique-y Gin Company
Tunbridge Wells, Kent, UK

Senior National Account Manager – Grocery (Craft Spirits)

Maverick Drinks
Tunbridge Wells, Kent, UK

Senior National Account Manager – Wholesale RTM (Craft Spirits)

Maverick Drinks
Tunbridge Wells, Kent, UK

Digital Marketing Manager

Master of Malt
Tunbridge Wells, Kent, UK

Experienced On Trade Sales Person

Borough Wine Imports
London, GB

3 x Business Development Executive

The Lakes Distillery Company Limited
Newcastle head office and nationwide, UK

Editor

Master of Malt Ltd
Tunbridge Wells(Kent)

Sales Account Manager - On-Trade

Berkmann Wine Cellars
Liverpool

Brand Manager

Hallgarten Druitt
Luton, UK

Experienced On-Trade Salespeople Required

Portal Wines and Spirits
London, UK

Purchasing and Sales (Wine Trader)

JF Tobias
London, UK

Sales Account Manager - On-Trade

Berkmann Wine Cellars
Cambridge / Peterborough / Bedfordshire, UK

The Global Merlot Masters 2017

Deadline : 17th April 2017

db Awards 2017

Deadline : 28th April 2017

The Global Organic Masters 2017

Deadline : 14th April 2017

The Global Sparkling Masters 2017

Deadline : 12th May 2017

Click to view more

Global Chardonnay Masters 2016

Now in its fourth year, the competition will identify the best Chardonnay from all around the world in every price range.

Rioja Masters 2016

Now in its fifth year, the competition will recognise and reward the finest Riojas on the world stage.

Fortified Masters 2016

Now in its third year, The Fortified Masters will reward the best fortified wines on offer.

The Global Malbec Masters 2016

the drinks business is proud to announce the inaugural Global Malbec Masters 2016.

Click to view more