The first round of cocktail stories is now live on London Drinks Guide which will be further organised with a dedicated cocktail section for users where they’ll be able to sort recipes by drinks and styles.
The new initiative for the 2022 competition allows every brand-owner, distiller or supplier entering the awards to submit a cocktail suggestion for each of the products they enter. One of the key recommendations the London Spirits Competition has had from producers and bartenders is to find more ways to bring the products that win medals to life to help them better promote their awards to the final consumer.
That way, it hopes to give bartenders a quick, easy way to showcase any winning brand they list by working with that cocktail in their bar or adapting it to one of their own. But, crucially, it also gives consumers a new way to enjoy that brand as the producer wants them to. View the full article on The Buyer.
“The competition prides itself on being one step ahead by thinking like the consumers who, after all, are the potential buyers for any of the top awarded spirits in the event,” explains Sid Patel, Head of the London Spirits Competition and founder of the London Drinks Guide, “Allowing drinks producers to enter a bespoke cocktail for each of their products effectively creates a bridge to connect brands with consumers through the bars they visit, as organisers we constantly listen and adapt our offer to give producers, suppliers and importers clear and added benefits to entering their spirits.”
The cocktail recipes will also be featured on the London Drinks Guide. Entrants can upload their cocktail pictures and add their recipes while registering the spirits brand in the entry zone.