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Courvoisier cocktail competition to judge Instagram ratings
Published:  08 February, 2018

Courvoisier has launched its third annual ‘Toast of Paris’ cocktail competition where, for the first time, UK bartenders will be marked on the Instagram-worthiness of their cocktails alongside the traditional criteria.

The competition sees bartenders compete for a chance to join the Lumière programme, win $4,000, a trip to Jarnac – the home of Courvoisier and a branded decanter.

Bartenders will be challenged to create a signature serve that ‘encapsulates the spirits’ heritage’ and scores will be based on bartender skill and innovation, cocktail flavour and, for the first time, how ‘Instagrammable’ the finished drink looks.

Rebecca Asseline, Courvoisier global brand ambassador, said: “Even before a drink is served, bartenders have an ability to captivate you with a passion and enthusiasm for their art that goes far beyond the glass. The experience of a cocktail is at the heart of Courvoisier, encapsulating our rich heritage and celebrating all that we are.”

To apply for the competition, bartenders must showcase their skill with Courvoisier VSOP in one or both of their chosen cocktails: a cognac-centred expression of a classic or coffee-based cocktail.

Alongside the ingredients and method for their cocktails, bartenders have the option of submitting a video showcasing their serve and the inspiration behind it.

The entrants that best capture the innovative spirit of Courvoisier will be invited to attend the regional heats where they will compete for a spot in the national final.

There are four regional heats in total – London, 26 March; Edinburgh, 27 March; Manchester, 28 March and Bristol, 29 March.

The UK final will take place in London at the beginning of April and each heat will be judged by a panel led by Asseline.

The global final will take place in Paris in front of a judging panel boasting: Patrice Pinet, Courvoisier master blender; Salvatore Calabrese, legendary bartender and Asseline.

The overall winner will also receive a blend of Courvoisier crafted by the sixth master blender, Pinet presented in an engraved crystal decanter.  Courvoisier will also contribute $4,000 to the winner to support their future career development and continuous education.

Bartenders can enter the competition by clicking on this link.