Chivas Regal cocktail comp launches

Chivas Brothers has launched its first Chivas Regal global cocktail competition, The Chivas Masters.

The competition will take place over 11 markets including China, Japan, Chile and the UK and will culminate in a two-day grand final in New York in July, which will be judged by a panel of leading bartenders, past and present, from New York’s bar scene.

The competition aims to challenge bartenders to create classic cocktails from four cocktail eras.

Chias Brothers defines these earas as the Classic Age (1880-1920) - which saw the birth of Chivas Regal - the Post War Boom (1945-1965), the Disco Years (1975-1990) and the present era, the Age of Revivalism.

They will be tasked with judging competitors on various criteria, including their knowledge of each era’s cocktail heritage, their creativity and ability to bring the story behind their drinks to life for the judges, as well as the name, appearance and quality of their cocktail creations.

The overall winner will be announced at an exclusive ceremony in New Orleans at Tales of the Cocktail.

Richard Black, global brand director for Chivas Regal, said: “As one of the only truly global brands that has been present in each of the great cocktail eras, Chivas has a long association with the global on trade. We respect the hard work required to become a highly skilled mixologist, just as bartenders around the world respect the quality of Chivas.

“The Chivas Masters aims to harness this mutual admiration and demonstrate how relevant Chivas remains in today’s global bar scene, over 100 years since it first took the US by storm. We hope that the unique format of the Chivas Masters will inspire the world’s best bartenders to get involved and create a timeless classic cocktail – as timeless as our iconic brand.”

Agostino Perrone of London’s Connaught has created an exclusive cocktail in celebration of the Chivas Masters and will also be lend his services as a judge during the competition.

The Chivas Masters UK national final will take place June 5 in London. One bartender will be chosen from each national final to travel to the grand final.