Global Tequila brand Cuervo unveils Devil’s Reserve, a brand-new tequila infused with a devilishly delicious, sweet heat.

As the story goes, the Devil was bored and wanted a party in hell, so he sought out those famous for fun. No one knows a good time better than Cuervo, so it was obvious that the Devil would come knocking with a simple request–for all the Cuervo tequila produced, the Devil gets his fair share. And thus, Devil’s Reserve was born!

Cuervo went to hell and back and picked up a devilishly sweet heat along the way. Smooth, delicious, and featuring a lower ABV, Devil’s Reserve is the perfect new spirit for those mischievous nights out, whether pouring a round of chilled shots or whipping up some devilishly delicious cocktails.

For those wanting flavour-forward adventure in their drinks, seeking out spicy and sweet to bring their tequila drinking experience to the next level, Devil’s Reserve is here to answer their call.

“Devil’s Reserve unleashes an entirely new taste upon the world of tequila, bringing the Devil’s mischievous spirit to life for those craving unforgettable nights of adventure with the perfect drink in hand,” said Lander Otegui, Senior Vice President of Marketing for Proximo Spirits.

“Cuervo has an epic legacy in creating centuries of good times across 10 generations, and no one knows how to raise a little hell as much as we do. The Devil is in the details.”

Devil’s Reserve presents clear with a fiery, light yellow hue, with a sweet heat taste and finish that teases the senses. The bottle design looks as good as Devil’s Reserve tastes, boasting a vibrant and unique label inspired by Mexican folk art, including loteria cards, traditional Mexican illustrations and the fantastical Alebrije art styles.

For mroe infomation, got to devilsreserve.com or follow Devil’s Reserve on Instagram at @DevilsReserve.

The World’s 50 Best Bars 2024 will return to Europe this month for its 16^th annual edition, reuniting the global bar community in Madrid. As a precursor to the event, the organisation has revealed the extended list of bars ranked 51-100.

“This extended ranking gives us another incredible opportunity to celebrate the relentless dedication and unparalleled hospitality of the world’s best bars on an even greater scale and to welcome bars from even more destinations to the ranking,” explained Emma Sleight, Head of Content for The World’s 50 Best Bars.

“Today, we honour the bars that have worked tirelessly to demonstrate what it takes to be one of the best in the world. Our heartfelt congratulations go out to each of the exceptional teams whose bars have earned a place on this esteemed list,” Sleight continued.

Bars in the USA top the 51-100 list for second year running

Of the 14 bars from the Americas, establishments from the USA lead the 51-100 list again, with seven bars included. New York is home to four of the seven, including Dante, which has re-entered the list at No.79, Katana Kitten at No.80, Attaboy at No.84 and Employees Only at No.97. Los Angeles’ Thunderbolt is No.64, followed by Miami’s Café La Trova at No.66. Elsewhere, an establishment in San Francisco makes a return to the 51-100 list for the first time since 2020, with Pacific Cocktail Haven at No.88.

Mexico follows closely behind the USA, with five bars, led by Arca in Tulum at No.55. In Mexico City, Baltra Bar is No.83, Rayo is No.87 and Hanky Panky is No.93, while Playa del Carmen’s Zapote Bar returns at No.91. Canada welcomes a new entry to the list with Bar Pompette from Toronto at No.70. In South America, Lima’s Carnaval is at No.69.

UK leads in Europe, with bars in Eastern Europe retaining a solid presence

Europe has 18 entries, including four bars in the UK, three of which are new entries: Kwãnt Mayfair at No.52, Amaro at No.90 and Viajante87 at No.99. A Bar with Shapes For a Name is No.61.

Greece and Italy follow with three bars each. Athens’ The Bar in Front of the Bar at No.51 is joined by The Clumsies at No.60 and Barro Negro at No.68. In Italy, Rome’s Freni e Frizioni is No.53, Naples’ L’Antiquario is No.78 and Milan’s Camparino in Galleria is No.92.

Eastern Europe’s presence on the 51-100 list remains strong, with Mirror Bar in Bratislava rising an impressive 28 places to No.62 and joined by Nouvelle Vague, Tirana, at No.95.

Elsewhere in Europe, Madrid sees a brand-new entry with Angelita at No.65 while Copenhagen’s Bird joins the list for the first time at No.77. Little Red Door, Paris (No.59), Svanen, Oslo (No.72), Wax On, Berlin (No.73) and Red Frog, Lisbon (No.94) also feature on the extended 51-100 list.

In Asia, a bar from a new city features, whilst Singapore leads for another year

Singapore tops Asia with three bars on the list out of the 13, including two new entries; Cat Bite Club enters at No.56 and last year’s Bareksten Best Bar Design Award winner, Night Hawk, in at No.74. Singapore stalwart Native has risen 16 places to No.67.

Following Singapore are bars in Hong Kong, Japan and Thailand, with two bars a piece in the 51-100 list. Hong Kong’s Argo is No.58, alongside new entry The Savory Project at No.82. In Tokyo, The SG Club comes in at No.54, and The Bellwood is No.89, while Bangkok sees Mahaniyom Cocktail Bar at No.57 and Vesper at No.85.

Elsewhere in Asia, Smoke & Bitters (No.86) in Hiriketiya becomes the first-ever entry for Sri Lanka. Hope & Sesame, Guangzhou (No.63), Bar Cham, Seoul (No.71), and Penrose, Kuala Lumpur (No.98) also make the list.

Australia, Africa & Middle East

Australian bars Cantina OK! in Sydney and Above Board in Melbourne have both triumphantly returned to the list at Nos. 96 and 100, respectively.

The UAE sees a new entry with LPM Dubai at No.76.

Representing Africa are Nairobi’s Hero Bar (No.75) and Johannesburg’s Sin + Tax, which rose 13 places to No.81.

The list of The World’s 50 Best Bars 2024, sponsored by Perrier, will be revealed at a live awards ceremony in Madrid on 22 October 2024 and can be seen via The World’s 50 Best Bars Facebook page and 50 Best Bars TV channel on YouTube.

Global spirits brand Maison Ferrand has announced the release of its Navy Rum compendium “Exploring 300 years of Royal Navy Rum and Its Technique”.

Co–authored by Maison Ferrand owner and master Blender Alexandre Gabriel and writer Matt Pietrek, the compendium explores the legacy of Navy Rum.

Launching at this year’s BCB Berlin global trade show, the 256-page book delves into the significance of this type of rum, including the evolution of its production and the cultural practices surrounding its consumption.

Born out of a passion to uncover bygone spirits, their place and importance in history, the book desires to revive and celebrate the essence of true navy rum.

Five years in the making, the book has been extensively researched and exclusive in-depth explorations on the rich heritage and intricate production techniques that define Royal Navy rum.

Highlighting the seven pillars of navy rum – blending of rums from different countries, double ageing, the use of used barrels, dynamic ageing, navy active vatting, issuing proof and burnt sugar browning – Gabriel and Pietrek provide a comprehensive and fascinating narrative that will captivate rum enthusiasts and historians alike.

The Navy Rum compendium will be available at global trade show event BCB Berlin. [Stand Number: 18A07]

Pernod Ricard North America, in collaboration with Safe Night LLC and the Greenwich Village Chelsea Chamber of Commerce, is working with local communities to create safer nightlife environments.

Starting in Greenwich Village, New York City, the initiative is designed to promote responsible alcohol consumption, reduce harm, and create safer nightlife environments across the U.S. and Canada.

Prioritising the well-being of patrons, hospitality professionals and community members, the initiative builds on the success of the Good Neighbor Initiative pilot program launched in Dallas in 2021.

‘ Good Nights Are Safe Nights’ provides bars, restaurants, and hospitality professionals with training, resources, and voluntary accreditation for responsible nightlife operations. It aims to enhance safety within local communities by merging data-driven strategies and operational analysis, applying prevention and enforcement strategies, and fostering relationships between hospitality professionals, local law enforcement and community stakeholders.

“We’re not just nurturing responsible brands,” explains Pierre Joncourt, SVP of Operations for Pernod Ricard North America, “but also fostering a culture of safety and respect within the hospitality industry. With this initiative, we’re making significant strides towards creating safer nightlife environments, instilling a sense of security and conviviality for all.”

Participating venues can also earn accreditation, such as the “Village Safe Spot” certification from the Greenwich Village Chelsea Chamber of Commerce, enhancing their reputation for safety and responsibility in the nightlife industry.

“We are proud to launch the Village Safe Spot, a critical harm reduction model designed to ensure that nightlife in Greenwich Village is safe and inclusive for everyone,” explained Jesse Gericke, Executive Director of the Greenwich Village Chelsea Chamber of Commerce.

“By partnering with local bars, restaurants and clubs, we’re creating designated safe spaces where nightlife establishments can address nightlife issues before they become a bigger problem. We aim to foster a nightlife culture where safety, respect, and community are at the forefront.”

For more information on ‘Good Nights Are Safe Nights’ and how to bring the initiative to your city, please visit goodnightsaresafenights.com.

Global Cognac brand Hennessy and basketball legend LeBron James have teamed up to unveil a V.S. bottle, ‘Hennessy Limited Edition by LeBron James’.

Available globally from September 30th, the collaboration brings an unexpected twist for fans and the industry alike. The expression features a fresh, vibrant, and distinctive design that nods to James’ impact on and off the court.

“As an admirer of Hennessy and its iconic brand, I’ve always appreciated its commitment to basketball and how it celebrates the sport’s influence on and off the court,” explained James.

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“I was fortunate enough to visit the Maison in Cognac a while back, and seeing the care and craftsmanship that go into creating each bottle was pretty incredible. This collaboration represents a shared sense of dedication and discovery coming to life for everyone to enjoy.”

While the blend will remain the same and delivers on the bold yet smooth character that has made Hennessy V.S. one of the most popular cognacs in the world, the packaging showcases an illustrative portrait of James in purple and orange.

The iconic Hennessy Bras Armé is reimagined, sporting a sleeve as a tribute to James and intertwined with his trademark crown.

“We are elated to officially welcome LeBron James to the Hennessy family after many years of mutual admiration and friendship,” said Antoine Varlet, Senior Vice President, Hennessy U.S.

“LeBron is not just a basketball star, but someone who redefines boundaries in sport, style, culture and beyond. This partnership is more than just a collaboration; it’s a statement about what’s possible when two cultural icons come together.”

For more information, go to hennessy.com or follow @HennessyUS on Instagram.

Global Amaro brand (and bartender’s handshake) Fernet Branca has announced the release of its Limited Edition bottle, The Record Label.

This collector’s bottle is the first of its kind, and it invites Fernet loyalists to unlock never-before-seen content inspired by the world of music and mischief, pillars deeply rooted in the brand.

Designed by the Brooklyn-based creative collective Madwell, The Record Label bottle, fitted with AR capabilities, unlocks the surreal world of ‘FernetworkTV’- a non-stop broadcast and hub featuring existing content along with new, never-before-seen music-inspired additions starring the famous brand mascot, Fernando.

“For our first-ever limited edition offering in the U.S. market, we wanted to create something that goes beyond the traditional experience, as we typically seek out the bold and unexpected at Fernet-Branca,” said Edoardo Branca, the sixth-generation family member who is leading the charge in the U.S market.

“The Record Label celebrates the fusion of two passions—great taste and great music—while connecting our fans to the heart of the Fernet community in a fun, interactive way,” he continued.

Earlier this month, Fernet-Branca concluded its five-month-long Secret Handshake Tour, an interactive bar crawl that brought music and fun to fan-favourites across the U.S. neighbourhood ba. This release of The Record Label marks the grand finale of the tour, keeping the celebration alive and creating another avenue for front-row seats to the brand.

Additionally, limited edition bundles are available, featuring exclusive unreleased apparel, posters, and more. The brand also partnered with sought-after tattoo artists nationwide for the Bottle & Tattoo bundle, which includes a voucher for a bespoke Fernet tattoo that proudly and permanently declares their love for the liqueur.

For more information, go to fernetbranca.com or follow on Instagram @fernetbranca.