Courvoisier launches global bartender competition

14 January 2016

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.

Related articles

Promotion

Courvoisier launches Toast of Paris competition

It’s a golden opportunity: the chance to compete with other bartenders from around the world in Courvoisier’s first-ever global cocktail competition.

Promotion

The Courvoisier Toast of Paris international cocktail competition

The inaugural Courvoisier Toast of Paris global competition final was held recently, and Witek Wojaczek of the Beaufort Bar at The Savoy was there to

Spirits & Cocktails

Ferenc Haraszti wins Courvoisier's The Toast of Paris global final

Usually, it’s the fat lady singing that indicates when the game is up.

Promotion

Courvoisier hits the road ahead of its cocktail competition

[caption id="attachment_29004" align="alignright" width="200"] Courvoisier's global brand ambassador Rebecca Asseline[/caption]Top cognac house Courvo