Courvoisier launches global bartender competition

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Courvoisier has launched its first ever global cocktail competition, centred around the timeless Champagne Cocktail.

In line with its ‘Toast of Paris’ campaign launched last year, it will see one bartender win a bespoke blend dating back to 1889, the year celebrities toasted the cognac during the inauguration party of the Eiffel Tower at the Exposition Universelle. This unique prize will be presented in an engraved crystal decanter.

Bartenders have been tasked with creating a new twist on the Champagne Cocktail, taking inspiration from the Paris Golden Age (1870-1910), a period of innovation, optimism and creative exuberance within the French capital.

Entries are welcome until 26 March, with six UK finalists to compete in London in April, ahead of the global final at the Courvoisier Château in Jarnac, France where finalists will meet master blender Patrice Pinet.

Maxxium UK’s marketing controller for luxury brands, Chris Anderson, said: ‘The on-trade is an extremely important segment of the business and Maxxium UK is supporting the country’s number one cognac with significant investment in education and engagement. We are looking forward to seeing how leading bartenders across the country recreate the Champagne Cocktail and represent the Paris Golden Age with Courvoisier at the centre.’

Courvoisier is joining the few brands that run global competitions for bartenders. The cognac category is relatively new to this, but its strong UK on-trade performances in volume (up 4% in the year to October 2015) and value (up 12%) support the launch. Courvoisier has contributed to this growth and now accounts for 68% of the category’s on-trade volume in the UK.

Find out more about the competition here.

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Joe Prout

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