Back in June, I had the pleasure of watching award-winning mixologist Charles Joly in action at Chicago’s The Aviary cocktail lounge. I was mesmerized as Joly expertly crafted on-the-fly original cocktails featuring Diageo’s new Johnnie Walker Gold Label Reserve and Johnnie Walker Platinum Label that suited the varying tastes of different consumers. For each cocktail, he experimented with the various tools at his bar, including egg whites, fire, angostura bitters, and a variety of extracts, spices and liqueurs, to craft unique tastes to satisfy each individual consumer. The only downside to the experience is that there were no recipes for these cocktails, and I’m afraid these perfect concoctions won’t be replicated ever again by anyone but Joly.
However, non-alcohol brands seem to be more confident in consumers’ mixology skills and are challenging them to submit their alcohol and non-alcohol cocktail recipes to win prizes.
SodaStream USA is empowering consumers to become at-home mixologists with its Ultimate Mixologist Contest. The company is inviting consumers to create and submit 60-second videos showing how to make their best custom cocktail or mocktail recipes featuring SodaStream products. Two winners will be selected by online popular vote and will receive all-expenses-paid trips for two to the San Diego Spirits Festival, which takes place Aug. 23-24.
Picking up on the consumer trend of mixing its 5-Hour Energy shot into other beverages, Living Essentials LLC is giving consumers the chance to show off their mixology skills in its Yummification video contest. Through Aug. 19, fans can submit 60-second videos demonstrating their favorite ways to mix 5-Hour Energy with non-alcohol, caffeine-free beverages for a chance to win a share of $100,000. Entries will be judged based on video creativity and the taste of the drink.