Global Finals – Glenfiddich: World’s Most Experimental Bartender (2018/19)

Global Bartender Competition

The brief: Glenfiddich’s new experimental brand positioning demanded a fresh approach to their on-trade engagement strategy, and a groundbreaking global bartending competition to match. 

What we did: We’d build the maverick spirit needed to echo throughout the entire on-trade engagement plan. That meant a bartending competition to inspire rule-breakers and innovators across the globe…

Solution: World’s Most Experimental Bartender was born. Working with the brand team, we took the reins to activate and execute this groundbreaking new event in every way, delivering a bartending competition of the like nobody had seen before.

Over and above: Beyond the usual judge’s panel and practiced presentations, bartenders were invited to test their experiments in the real world. In 2018 this manifested as a surprise challenge – making drinks at a pop-up event in Glasgow for 300 thirsty guests who would vote for their favourites. In 2019, bartenders were partnered with maverick thinkers from other industries to inspire experimental collaborative serves which were served to, and rated by, the public. 

Each year, the result was thrilling, unexpected, and unforgettable, setting a new standard for global comps.