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BARTENDERS TO CREATE NEW DIAGEO BRAND

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Diageo is calling on bartenders to come up with a new spirit or liqueur, which will sit within the drinks group’s Reserve collection of luxury brands.

Diageo’s Reserve portfolio
The winner of this “Show Your Spirit” initiative will enjoy 5% of the net sales revenue for the first five years following their product launch, which will sit within a portfolio that includes brands such as Johnny Walker Blue Label whisky, Ketel One vodka and Tanqueray No.10 gin.

The competition is open to bartenders in Western Europe, with the three strongest ideas going through to the final, along with a fourth wild card finalist, which will be selected by the bartending community and public from a shortlist of 20.

All four finalists will then spend four days at Diageo’s Global Technical Innovation Centre to develop their product, before presenting it to the judges in a live final on the fifth day. The winner will be announced on 24 May.

Describing bartenders as “fast becoming the most influential trend setters and sought-after experts in the industry,” Diageo’s chief marketing officer Andy Fennell explained: “By collaborating with bartenders we believe we can discover new opportunities and create a brand that could be the next big success story.”

In addition to sharing a percentage of sales revenue with the new product’s co-creator, Diageo has also pledged to set aside a further 5% of the drink’s sales for a bartenders’ initiative fund, which will build on the entrepreneurial spirit of this first initiative.

Entries for the competition close on 18 March and the finalists will be announced on 15 April. Bartenders wishing to submit an idea should contact their local Diageo Reserve brand ambassador, with further information available on Twitter via @ShowYourSpirit.


BARTENDERS TO CREATE NEW DIAGEO BRAND

Posted on

Diageo is calling on bartenders to come up with a new spirit or liqueur, which will sit within the drinks group’s Reserve collection of luxury brands.

Diageo’s Reserve portfolio
The winner of this “Show Your Spirit” initiative will enjoy 5% of the net sales revenue for the first five years following their product launch, which will sit within a portfolio that includes brands such as Johnny Walker Blue Label whisky, Ketel One vodka and Tanqueray No.10 gin.

The competition is open to bartenders in Western Europe, with the three strongest ideas going through to the final, along with a fourth wild card finalist, which will be selected by the bartending community and public from a shortlist of 20.

All four finalists will then spend four days at Diageo’s Global Technical Innovation Centre to develop their product, before presenting it to the judges in a live final on the fifth day. The winner will be announced on 24 May.

Describing bartenders as “fast becoming the most influential trend setters and sought-after experts in the industry,” Diageo’s chief marketing officer Andy Fennell explained: “By collaborating with bartenders we believe we can discover new opportunities and create a brand that could be the next big success story.”

In addition to sharing a percentage of sales revenue with the new product’s co-creator, Diageo has also pledged to set aside a further 5% of the drink’s sales for a bartenders’ initiative fund, which will build on the entrepreneurial spirit of this first initiative.

Entries for the competition close on 18 March and the finalists will be announced on 15 April. Bartenders wishing to submit an idea should contact their local Diageo Reserve brand ambassador, with further information available on Twitter via @ShowYourSpirit.


Antonio Galloni leaves Wine Advocate to start his own wine site

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We knew this would happen, didn’t we? In December, when Robert M. Parker Jr., the influential wine critic, announced that he was stepping down as editor-in-chief of the Wine Advocate and that he had taken on three investors, and named not Antonio Galloni, but Lisa Perrotti-Brown, as the new editor, it seemed inevitable that Galloni, who was widely seen as Parker’s successor, would leave. Now he’s jumped ship for antoniogalloni.com. Time to do his own thing.

Eric Asimov in his Diner’s Journal at the New York Times is reporting that Galloni’s new site will “be aimed at younger wine consumers, using new technologies and different forms of media than the Wine Advocate, which … still retains the flavor of print media.”

Galloni is quoted: “I want to use multimedia to bring those wines off the page directly to an audience. I think there’s a huge opportunity to engage people through media and technology.”

On his website, Galloni writes: “At the time of his departure, Galloni was the lead critic at the Wine Advocate, having authored 1/3rd of the reviews published by The Wine Advocate in 2012. Galloni also ran the world’s most-followed bulletin board on Italian wines and spearheaded The Wine Advocate’s production of video content. He developed tailored public events & seminars such as the highly anticipated ‘La Festa del Barolo,’ vertical tastings focused on the benchmark wines of Italy, and numerous charity dinners.”

It will be interesting to see how Galloni’s site evolves, given his interests. Right now, he’s still looking for investors, but he plans to roll out the new site in March.

His picture and profile are still up at erobertparker.com. Interestingly, Galloni has a BA from Berklee College of Music and an MBA from the Massachusetts Institute of Technology‘s Sloan School of Management, so presumably, he knows how to put together a proposal.

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