Roe & Co announces Spirit of Reinvention

Bartenders from all over Ireland have been invited to become an honorary Roe & Co Brand Ambassador for one year via the brand’s new bartender competition.

Entrants need to upload an image of their Roe & Co highball serve to their Instagram wall, listing the ingredients and method in the caption. Along with this, they should tag @roeandcowhiskey and use the hashtag #spirittoreinvent.

The serve should evoke the ‘spirit of reinvention’ and the closing date for entries is 8th March.

The top five serves across Ireland go through to city heats taking place across Dublin, Cork, Galway and Belfast during the first two weeks of March. Each regional winner will then be invited to compete in the Roe & Co Spirit of Reinvention Final held in Cork and Dublin on 14th and 15th April.

“The fact that we collaborated with bartenders to create the blend is unique in itself,” remarked Roe & Co’s European Ambassador Alan Mulvihill.

Becoming an honorary Roe & Co Brand Ambassador includes four paid events throughout the year, one of which will be outside Ireland. The winning cocktail will also be added as a special to the Roe & Co Distillery menu for a limited period.

The Roe & Co Distillery will open later this Spring at the site of the former Guinness Power Station on James’s Street in Dublin which is being regenerated as a new urban distillery and visitor experience.




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