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Chivas Regal
is celebrating the craftsmanship at the
heart of bartending with the launch of
its first-ever global cocktail
competition, The Chivas Masters.
Chivas Regal is
celebrating the craftsmanship at the
heart of bartending with the launch of
its first-ever global cocktail
competition, The Chivas Masters.
The Chivas Masters sees the iconic brand
highlight its rich heritage by
challenging the world’s best bartenders
to create classic cocktails from four of
the great cocktail eras:
- The Classic Age (1880-1920)
which saw the birth of Chivas Regal.
- The Post War Boom (1945-1965)
during which time, Chivas 12 was
introduced.
- The Disco Years (1975-1990)
which saw the brand become a truly
global icon.
- The Present modern Age of
Revivalism, as Chivas continues to
build its reputation as an icon of
timeless luxury, renowned for its
exceptional quality.
The high level of expertise
required from entrants into the
Chivas Masters is highlighted by the
involvement of world-renowned,
award-winning bartender, Agostino
‘Ago’ Perrone of London’s
prestigious Connaught Bar. A
previous winner of the World’s Best
Bartender award at Tales of the
Cocktail, Ago has created an
exclusive cocktail in celebration of
the Chivas Masters and will also use
his unique expertise as a member of
the panel of judges during the
competition.
The exclusive competition culminates
in a two-day grand final, to be held
in New York in July which will be
judged by a distinguished panel of
leading bartenders, past and
present, from New York’s bar scene.
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 serves 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
the world’s premier cocktail
festival, Tales of the Cocktail.
Richard Black, Global Brand Director
for Chivas Regal, comments: "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."
The Chivas Masters UK national final
will take place June 5th in London.
Over the next few months, heats will
be taking place in an additional ten
markets, including China, Japan and
Chile. Only one competitor from each
market will be selected to travel to
New York to take part in the grand
final in July.
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