Lucas Bols launches North American leg of global ‘Cocktail Battle’

Open to bartenders across the US and Canada, the initiative invites entries inspired by a “Neon Nights” theme, reflecting what the company describes as growing demand for “shareable, high-energy drinking occasions” across on-trade menus and social platforms.

Focus on visual cocktail culture

The competition positions bartenders as key creators within an increasingly experience-led cocktail landscape, where presentation and shareability sit alongside flavour.

Participants are tasked with developing original serves using the Bols liqueurs portfolio, with entries judged on innovation and visual appeal. Three winners will be selected across North America — two from the US (by region) and one from Canada — before progressing to the global stage.

Submissions are open until 31 May via Difford’s Guide, with finalists announced in June and winners revealed in July. Entries must include a cocktail name, recipe featuring Bols liqueur(s), and an original image.

Industry backing and reach

The programme is supported by a media partnership with Chilled Magazine, spanning digital, print and social coverage. The campaign is expected to reach more than 100,000 bartenders and 2,000+ Chilled Ambassadors, generating an estimated 5–6 million impressions.

Winners will receive a “Cocktail Fever” experience in Amsterdam, including visits to the Bols distillery and historic bars dating back to the 1600s. They will also engage with Ivar de Lange, Head of the Bols Global Academy, and Monique ten Kortenaar, Master Distiller.

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Additional benefits include exposure across Difford’s Guide, Chilled Magazine and Bols North America’s social channels, as well as access to the company’s global bartender network.

Commercial angle for operators

Alongside creativity, the initiative highlights the commercial application of the Bols range, with a focus on delivering premium cocktails while maintaining margins, expanding menu versatility and ensuring efficient execution in high-volume settings.

A series of Lucas Bols Discovery Events will also take place across key North American markets, offering hands-on sessions with the portfolio under a “Dare to Compare” format.

Ignacio Llaneza, VP marketing USA & Canada, Lucas Bols, said: “The way consumers engage with cocktails today is more dynamic than ever—drinks need to deliver on flavor, visual impact, and experience all at once. The Bols Cocktail Battle brings this to life on a global scale, while giving bartenders in North America a platform to create cocktails that resonate with today’s consumer and work in real-world bar environments.”

Brett Dunne, Managing Director USA & Canada, Lucas Bols, added: “From a commercial perspective, this program shows how operators can deliver visually compelling cocktails that are simple to execute and designed to drive margin. Bols Liqueurs allow bartenders to create high-impact serves while improving profitability and menu versatility.”

Founded in 1575, Lucas Bols describes itself as the world’s oldest distilled spirits company, with a portfolio spanning liqueurs, genever and other spirits aimed at the global cocktail market.