Irish Whiskey brand Jameson has tapped into its smoothness with the launch of a new campaign, ‘Must Be A Jameson’.

Highlighting the attributes that have propelled the company from its inception in 1780 – ‘always welcoming and forever smooth’ – the campaign sets out to connect a world full of like-minded people who do not take themselves too seriously.

In the spot, we meet Jose, a suave man who cannot seem to have his day ruined, no matter what happens. For him ‘wrong turns usually turn out all right and even when he shows up uninvited, he never turns up empty handed. He only ever drinks smooth Jameson whiskey. Surely he must be part of the family. Must Be a Jameson.’

Narrated by Irish actor Cillian Murphy and directed by two-time Oscar-nominated writer-director, Bryan Buckley, the campign invites people to toast to being a part of the family, anchored by the spirit of togetherness and community.

“Jameson is a serious whiskey that doesn’t take itself too seriously, and this new campaign is our lighthearted take on connecting people through their shared outlook on life,” says Johan Radojewski, Vice President of Marketing, Jameson Irish Whiskey.

“Have you ever sat at a bar, saw a stranger, and wondered if you’d be friends in another life? Next time, go say hello. After all, they could be a Jameson, too.”

Must be a Jameson was created in partnership with Ogilvy and will live across television, audio, social, OOH and streaming channels in the U.S. The campaign will launch in global markets in 2024.

In the spirit of the campaign’s dynamic OOH displays, “If you’ve never set foot in Ireland, but still feel a part of the family,” Jameson encourages you to learn more about the new campaign by visiting @Jamesonus or JamesonWhiskey.com.

French Cognac house Rémy Martin has announced the launch of V.S.O.P. This is My City Limited-Editions, which celebrates vibrant hip-hop cultures across the United States. 

Paying homage to the iconic cities of Atlanta, Chicago, Detroit, and New York City, the four unique bottle designs celebrate each city’s unique influence on contemporary culture. Each bottle has vibrant designs and colours that amplify the cities’ popular landmarks, sports teams and heritage.  

“As we celebrate the launch of the V.S.O.P This is My City limited-edition collection, we are proud to honor the local talent, culture, and legacies that have shaped these iconic cities and continue to inspire the future,” said Tonia Mancino, Vice President of Luxury Brands, Rémy Cointreau Americas. “Through our microgrant initiative, we are furthering Rémy Martin’s commitment to culture by empowering emerging creatives and supporting the innovation that drives these cities’ cultural evolution.”

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This is My City Microgrant Initiative

To accompany the launch of the limited-edition collection, Rémy Martin announces its inaugural This is My City Microgrant Initiative, a regional microgrant program to honour emerging creatives. The microgrant is open to all types of creatives that contribute to their local culture and communities through various types of entrepreneurship.

The microgrant will award $20,000 grants and one-on-one mentorship from industry experts to emerging creatives from each city and will serve to reinforce the brand’s ongoing commitment to community by celebrating emerging entrepreneurial voices.

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This is My City Local Events

To commemorate the This is My City program, Rémy Martin will host local events in New York, Atlanta, Detroit and Chicago, spotlighting the V.S.O.P limited-edition bottles. The event will welcome This is My City mentors, honorees as well as notable tastemakers for the ultimate celebration of culture, community, and cognac. Alongside mentorship, Rémy Martin is extending its longstanding collaboration with fashion designer Jon Stan to create a collection of exclusive custom merchandise for microgrant recipients and attendees at local events in each city.

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This is My City Microgrant Submission Guide

Rémy Martin encourages creative individuals making a notable cultural impact on their local communities across various types of entrepreneurships to apply.

Honorees will be selected based on their contributions to culture, innovation, and originality, with a focus on work that shapes conversations in their industry and community, pushes boundaries, and displays unique style and authenticity. Recipients will be required to provide examples of relevant programs they’ve developed and will attend a celebratory event as an honoree in their respective city.

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Applicants must be a resident of New York, Atlanta, Detroit or Chicago and be at least 21 years of age to be considered. Applications open February 19, 2025, and close April 11, 2025.

The This is My City V.S.O.P Limited-Edition is available for purchase in stores in select markets (Atlanta, Detroit, Chicago and New York)

For more information, go to remymartin.com

Italian Aperitivo brand Italicus has announced the return of its The Art of Italicus Aperitivo Challenge for its seventh edition.

With a bold new challenge and a prestigious prize, the 2025 competition calls on bartenders from across the globe to reimagine a new way to Spritz.

Poised to enrich aperitivo culture to new heights, the winner of the competition will earn the coveted title of Italicus Bar Artist of the Year 2025 and embark on an exclusive mentorship programme that includes access to the most prestigious bar industry events worldwide and an opportunity to work alongside the talented Lorenzo Antinori, from the celebrated Bar Leone in Hong Kong.

“As we celebrate the seventh edition of the Art of Italicus Aperitivo Challenge, we continue to push the boundaries of creativity and innovation in the aperitivo tradition,” explained Giuseppe Gallo, founder and CEO of Italicus.

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“This year’s focus on reimagining the spritz reflects our commitment to keeping the ritual fresh, exciting and relevant. With Lorenzo Antinori as our partner and a grand final in Europe, the 2025 challenge will undoubtedly showcase the extraordinary talent of bartenders worldwide,’ Gallo continued.

Through this year’s challenge, Italicus invites bartenders to innovate while honouring the spritz’s timeless appeal. Participants are encouraged to draw inspiration from any form of art, such as painting, sculpture, music, architecture, or fashion, to craft a drink that embodies creativity and sophistication while demonstrating the spirit’s versatility and distinctive bergamot essence.

“The spritz, is synonymous with the aperitivo tradition and has enjoyed global popularity thanks to its light, refreshing character and versatility.” says Roberta Mariani, Advocacy Director for Italicus. “As appreciation for the spritz continues to grow, Italicus leads the way, championing quality, diversity and artistry in the aperitivo movement.”

This year, the competition welcomes participants from 10 countries: France, Germany, Hong Kong, Hungary, Italy, New Zealand, Spain, UK, USA, and a Wild Card entry open to bartenders from other nations.

Competitors are tasked with creating an original spritz cocktail using a minimum of 40ml (or 1.5oz in the US) Italicus Rosolio di Bergamotto and no more than five ingredients.

Entrants must submit their recipe, including an image of the cocktail, detailed measurements, garnishes and glassware specifications, via the competition website by 28th April, 2025. Competitors are also required to share the inspiration behind their aperitivo creation.

Applications open February 10th, 2025, and can be submitted online atwww.artofitalicus.com. Participants are encouraged to share their creations on social media using the hashtags: #italicus #rosoliodibergamotto #artofitalicus #AOI25.

Arizona Cocktail Weekend, the longest-running cocktail event in the Southwest, will return to the greater Phoenix area on February 27th for its 13th year.

Running through to March 4th, the five days of exciting events will feature three signature events: The Cocktail Carnival, Top Bars, and Last Slinger Standing. Additionally, there will be tastings at global bar pop-ups, expert-led educational seminars and cocktail-paired dinners, and can’t-miss cocktail events.

The Cocktail Carnival will kick off the weekend on Saturday, March 1st, with a high-energy blend of brand showcases, brand activation-driven entertainment, and endless fun. Featuring innovative and immersive displays and booths, each ticket grants attendees access to over 30 expertly crafted cocktail samples.

On Sunday, Top Bars will feature over 40 of the world’s best cocktail bars travelling to Downtown Phoenix as pop-ups, sharing some of their most popular signature cocktails. A fan-favourite, the event will be headlined by some of the best bars from around the world, with previous years’ guests including Allegory from Washington, DC; Penicillin from Hong Kong; Eleven Madison Park from New York City; and Silverleaf from London.

Arizona’s top mixologists will battle it out on Monday at The Last Slinger Standing competition. Hosted at Republic National Distilling Company (RNDC), the competition will pit 16 of Arizona’s best mixologists against each other in head-to-head battles. Each round features secret ingredients and will be judged by a panel of renowned cocktail experts from around the world … that is until the last slinger remains standing to take the 2025 trophy.

For the second year, Arizona Cocktail Weekend will also feature venues and bars from across the state. The event will highlight the craft of cocktails from participating bars and restaurants, featuring spirits from brand sponsors. Sign-up is free for all Arizona venues.

For more information, go to arizonacocktailweekend.com

Scottish whiskey producer Glenmorangie has teamed up with Hollywood icon Harrison Ford for a new global campaign.

Once Upon A Time In Scotland, brings Ford’s trademark wry humour to the fore in a series of episodic films directed by actor and film-maker Joel Edgerton.

“Harrison Ford is the real deal: a true global icon, and a genuine whisky lover. It was a dream come true to collaborate on this campaign and welcome him to our home in the Highlands to discover more about Glenmorangie,” said Caspar MacRae, President & CEO of The Glenmorangie Company.

“He is someone who has honed his craft over decades, which gives him a real appreciation for the dedication and skill of our distillery team. Like us, he’s not afraid to laugh at himself — and I think Joel has perfectly captured his authentic warmth, alongside his roguish sense of humour.

“We hope whisky lovers around the world will enjoy exploring the episodes, and learning more about the real people and places behind our whiskies, through Harrison’s eyes,” continued MacRae.

Once Upon a Time in Scotland takes us behind the scenes as Harrison Ford journeys to Glenmorangie’s Highland home to discover the skill and craftsmanship of making each bottle of its complex and elegant whisky.

“I loved working with the team at the Distillery — they were all great,” said Ford. “The whole process of filming was full of unanticipated joys: little unexpected moments. It’s a tribute to Glenmorangie’s sensibilities that they let us be less than totally serious. I think what Joel has produced has a certain charm to it, because it’s unpretentious and just amusing.”

It sees the actor enjoy the authentic Scottish experience — from getting to grips with the nuances of Scottish pronunciation and kilt etiquette, to bonding with locals over a dram of single malt — all shot in an unconventional, deliberately ‘off-script’ style.

Filmed in the picturesque north-east Highlands of Scotland, the campaign captures the natural beauty of the local area: from the historic distillery in Tain where Glenmorangie has been created for over 180 years, to the storied 19^th century Ardross Castle, and the dramatic landscapes surrounding Loch Glass.

Appearing alongside Ford are the real Glenmorangie distillery team — who embraced their first experience of acting under the guidance of a global cinematic legend — while the brand’s flagship whiskies, Glenmorangie Original 12 Years Old and Glenmorangie Infinita 18 Years Old also take on a starring role.

“I’ve spent my whole life watching commercials that follow an expected format and so I really like it when things are a little disruptive, fun, and irreverent,” said Edgerton. “It was nice that we got a chance within the very traditional industry of whisky to get behind the scenes, to subvert the seriousness that often goes into an advertising campaign and have fun with that.

“I hope that people get to see the short film and the full-length episodes — and enjoy them and share them around,” Edgerton continued.

Edgerton’s 12 episodes and hero film are complemented by still images shot by acclaimed fashion photographer Lachlan Bailey. They feature Ford as he’s never been seen before: donning a stylish Scottish kilt designed by streetwear brand Palace.

North America’s 50 Best Bars, sponsored by Perrier, will return for a fourth edition in April 2025. The three-day event program will be held in Vancouver, Canada.

This is the first time in North America’s 50 Best Bars history that the awards will be held in Canada. The awards will shine a spotlight on the country’s world-class cocktail scene and celebrate the best bartending talent in the region.

Additionally, this year will also mark the first time since the North American award’s inception that the list will be extended to include the 51-100 ranking.

“After an electrifying celebration last year, we are thrilled to bring North America’s 50 Best Bars to Canada for the first time,” explained Emma Sleight, Head of Content for North America’s 50 Best Bars.

“Hosting the awards in Vancouver, a city renowned for its dynamic cocktail culture, stunning natural beauty, and outstanding hospitality scene, allows us to highlight the city’s exceptional talent and celebrate its innovation on a global stage. We look forward to recognising the people and places that continue to elevate North America as a true leader in the world of hospitality.”

North America’s 50 Best Bars highlights excellence in the bars industry specifically in the USA, Canada, Mexico, and the Caribbean.

“Vancouver is proud to host North America’s 50 Best Bars for the first time this year. The multi-day event will shine a spotlight on the incredible talent and creativity of our city’s hospitality and mixology scene,” says Royce Chwin, President & CEO, Destination Vancouver.

“North America’s 50 Best Bars recognises excellence across the continent while providing a platform to showcase Vancouver’s vibrant culinary culture, diverse communities, and innovative spirit. As a global destination, we are excited to collaborate with industry leaders and create memorable experiences for everyone who attends.”

Ahead of the awards, the Michter’s Art of Hospitality, the Altos Bartenders’ Bartender and the 51-100 List will be announced.

For more information, go to theworlds50best.com