Smirnoff continues Pride 2021 with announcement of year-long campaign “Color the Future” to push for LGBTQIA+ equality every day

Looking to the future, Smirnoff is continuing the brands decades of support as an ally in the ongoing fight for equality and equity for the LGBTQIA+ community with the launch of the brand’s new “Color the Future” platform.

“After the last year, the vision for what’s ahead must be more vivid!,” said Jennifer Holiday Hudson, North America Brand Leader, Smirnoff. “We’re looking towards the future with a renewed sense of optimism and purpose for how we show up and meaningfully support the eclectic and diverse LGBTQIA+ community. Smirnoff stands for inclusivity and creating good times, safe spaces, and a wide spectrum of products for everyone.

With the launch of the brand’s new ‘Color the Future’ platform, Smirnoff is looking to spread this message year-round and highlight some of the many colorful stories and personalities at the center of intersectionality, with activities that include:

• Action Not Ads – Community Building Events in Support of Local LGBTQIA+ Communities Throughout Pride Month and Beyond with sponsorships across the country. Smirnoff has committed to hosting multiple “Color the Future” community building events throughout the remainder of the year, where adults (21+) will express their intersectional auras through color while enjoying custom cocktails featuring Smirnoff No. 21 Vodka specially tailored to them, as well as Smirnoff’s newest and most vibrant lineup, Smirnoff Pink Lemonade.
• Continued Commitment in Educating Bar and Restaurant Workers in the trade about the importance of the LGBTQIA+ community to create an inclusive environment for LGBTQIA+ bars which were most-impacted by COVID-19.
• “Color the Future” Limited Edition Cocktail Kits created in collaboration with fellow ally Bubly and Cocktail Courier available for adults (21+) to purchase until July 7 on CocktailCourier.com. Smirnoff is donating $10 for each kit sold during the month of June (up to $10,000) to the Phluid Phoundation. With the Phluid Phoundation, these donations go directly to a network of grassroots organizations that channel their energy and resources to the LGBTQIA+ communities.
• Taking the Brand’s Commitment to Inclusive Representation Further with a pledge that the BIPOC and LGBTQIA+ communities will represent at least 50% of all people in front of the camera and behind it across Smirnoff advertising and brand marketing.

For kore infomation, go to smirnoff.com

Scottish Whiskey brand, The Macallan, has joined forces with acclaimed graphic designer David Carson to reimagine three of the brand’s Timeless Collections: Double Cask, Sherry Oak, and the Colour Collection.

Delicately blending The Macallan’s rich heritage and artistry with a forward-thinking vision, the new visual identity refreshes the brand’s aesthetic with a more modern perspective while continuing to honour its enduring craftsmanship and creative mastery.

While the visual identity has evolved, the exceptional whisky within remains unchanged, still delivering the balanced, elegant, and refined character that defines The Macallan.

“Like whisky, design is all about balance – with The Macallan, I wanted to create a visual identity that respects its rich history and encapsulates its forward-thinking spirit,” explained Carson. “Each detail, from the label designs to the bottle’s form, is a tribute to the mastery behind every dram.”

For this new vision, Carson drew inspiration from a variety of sources, including the crucial intersection of sherry wine and oak, which so distinctively influences The Macallan’s taste. Key design elements reflecting this include:

● A New Bottle Design: The distinctive shape of The Macallan Distillery and its sweeping green roof inspired the new bottle, showcasing a direct connection between the brand’s packaging and The Macallan Estate.

● Triangular Shoulder Label: This feature links the new Collections with previous iterations and represents Spain’s Sherry Triangle – the Andalusian region famed for its sherry wine production. This region is the source of The Macallan’s exceptional sherry-seasoned oak casks, which influence the entirely natural colour and flavour of all three Collections.

● Informative Rear Labels: The rear label designs now incorporate a new cask type symbol, bringing the tasting notes to life while highlighting the significant contribution of flavour and aroma imbued from both American and European oak casks.

● Enhanced Consumer Engagement and Traceability: Continued investment in world-leading anti-counterfeit technology provides greater traceability. These unique QR codes also offer
consumers’ further insight into each expression.

“The Macallan has never stood still and never will,” said Jaume Ferras, Creative Director at The Macallan. “This distinctive new identity offers a multitude of visual cues to tell our story, from the sherry seasoning to the American and European oak casks, which contribute to the complex taste and flavour profiles in every bottle of The Macallan.”

The expressions across The Macallan’s reimagined Timeless Collections will be introduced gradually in the US beginning June 2025.

For more information, go to macallan.com.

Global luxury hotel brand Waldorf Astoria has announced the opening of a new destination cocktail bar in its property in Osaka, Japan.

Inspired by the 1930s Golden Age of Jazz, Canes & Tales has been designed to offer a glamorous escape into a bygone era, paying homage to the Waldorf Astoria’s legacy in New York.

Every menu at Canes & Tales will be designed around a specific tale, with the opening menu based on F. Scott Fitzgerald’s Tales of the Jazz Age. Each of the 11 short stories found within the collection has been reimagined as a cocktail, an ode to a time of unbridled elegance, reckless romance and the art of true indulgence.

Like Fitzgerald’s prose, each libation is a composition of nuance and flair, an intoxicating blend of sophistication and mischief, poetry and pleasure. They capture the essence of a time when the night was young, the music was wild, and the possibilities were endless.

The drinks are interactive and playful, such as “The Curious Case of Benjamin Button,” inspired by the tale of a child born with the wrinkles of an old man, living his life in reverse. Guests can choose their age (of whisky) – with a non-alcoholic whisky option, Glenfarclas 10 Year Old or Glenfarclas 25 Year Old – to combine with fig-infused Pedro Ximénez Sherry and Mancino Rosso Vermouth, Bénédictine DOM, Scrappy’s aromatic and orange bitters.

The fanciful nature of the drinks further comes to life through whimsical drawings and retellings of each short story, giving the guest a taste of what’s to come.

Director of Mixology Dominic Dijkstra oversees the bar programme alongside Bar Manager Masahiko Ohama and Bar Supervisor Shimba Ishikawa, offering a depth of international experience in hospitality and cocktail development for guests from all walks of life to enjoy.

Canes & Tales is open Wednesdays and Thursdays from 5pm to 12am, Fridays and Saturdays from 5pm to 1am, and Sundays from 5pm to 12am; the bar is walk-in only, however guests may call ahead to check on availability.

For more information, go to hilton.com

Mexican Tequila Don Julio has collaborated with New York City’s Mercer Labs Museum of Art and Technology to unveil Por Amor: An Immersive Tasting Experience, a multisensory journey that reimagines how tequila is experienced and celebrated through art and technology.

This first-ever full brand takeover will see Don Julio tap into technologies like 4D spatial sound, LED mirrored infinity rooms, and volumetric light displays to tell its story in a way never experienced before.

“Don Julio González devoted his life to crafting tequila of the highest quality,” said Karina Sánchez, Global Brand Ambassador for Tequila Don Julio. “This experience honours his unwavering spirit of innovation—a place where tradition and imagination converge, inviting guests to celebrate the extraordinary that can be achieved when passion fuels every step of the journey.”

From June 12–15, Por Amor: An Immersive Tasting Experience will open its doors to the public, inviting guests on a guided journey through interactive rooms, each designed to unlock the five senses while showcasing the meticulous craft, passion, and creativity behind every bottle of Tequila Don Julio.

Guests will be able to discover the Don Julio origin story and immerse themselves not only in the spirit of the brand but also in the infectious energy and rhythms of Mexico, while smelling the warm aromas of roasted agave and rich oak that embody the heritage of Don Julio. Additionally, guests will also be able to craft their own signature Tequila Don Julio cocktail using fresh ingredients and artisanal tools, connecting directly to the craftsmanship behind every pour.

“Mercer Labs is a home to the world’s most forward-thinking creators, and this collaboration with Tequila Don Julio represents a perfect union of creative vision,” said Roy Nachum, Co-founder and Creative Director of Mercer Labs. “We’re proud to host the brand’s first immersive takeover and give guests the opportunity to experience tequila in a way that’s never been done before.”

Scotch Whisky brand Dewar’s and handcrafted crystal artisans Baccarat are proud to announce their partnership at the 78th Annual Tony Awards.

To celebrate the collaboration, the brands will unveil an ultra-exclusive speakeasy experience on Sunday, June 8th at Radio City Music Hall in New York City. 

Melding centuries of expert craftsmanship for a distinctive bar experience that honours the most influential talent on Broadway, the speakeasy will feature bespoke cocktails crafted from Dewar’s ultra-premium Double Double range, served in iconic Baccarat crystal glassware.

“At Dewar’s, we’ve long believed that great stories are meant to be savoured,” explained Brian Cox, Global Vice President of Scotch Whisky at Bacardi. “The Tony Awards represent the pinnacle of live storytelling and true artistry, and we’re honoured to toast the people and moments that make Broadway unforgettable.

“It is a pleasure to mark the continuation of our collaboration with Baccarat,” Cox continued, “following our work together launching Dewar’s 37 Year Old with custom Baccarat Massena crystal tumblers—an expression of our shared values of art de vivre, legacy and exceptional craft.”

Inspired by the opulent Art Deco grandeur of Radio City Music Hall, the speakeasy will reimagine the iconic design era through a modern lens. Conceived as a hidden jewel exclusively for Tony Awards nominees, presenters, and distinguished guests, the space becomes a stage of its own, where every pour reveals a new chapter in a story of elegance and innovation.

“Baccarat was forged from a bold spirit of innovation, so it is an honour to pay tribute to those who continue to redefine the boundaries of performance through their craft,” said Adam Banfield, President and CEO of Baccarat North America. “In partnership with DEWAR’s, we are proud to create an experience that radiates with elegance and the unmistakable brilliance that has long defined our Maison and this time-honoured occasion.”

The cocktail menu will include signature serves such as the Golden Cue, a bright, fruit-forward elixir served in a Baccarat Mille Nuits Glass, The Revival, an indulgent serve complemented by vanilla and sherry presented in a Baccarat Talleyrand “Encore” Coupe, and Act One Aperitif, a layered cocktail with notes of banana strained into an absinthe-rinsed Baccarat Harmonie Tumbler— each crafted to stimulate the senses and toast a different facet of theatrical brilliance.

GOLDEN CUE
Ingredients:
1 ½  oz DEWAR’s 21 Year Old Oloroso Finish
½ oz Apricot Liqueur
½ oz Simple Syrup
¾ oz Fresh Lemon Juice
1 oz Fresh Pineapple Juice
4 Dashes: Fee Brother Fee Foam

Method: Shake all ingredients with ice. Dry shake ingredients to foam, pour into glass.

Garnish: Edible purple flower

Glassware: Baccarat Mille Nuits Glass

THE REVIVAL
Ingredients:
2 oz DEWAR’s 21 Year Old Oloroso Finish
¾ oz Red Wine Vanilla Syrup
¾ oz PX Sherry
2 Dashes Bitterman’s Xocolatl Mole Bitters

Method: Shake all ingredients with ice and pour into coupe.

Garnish: Black cherry with silver leaf

Glassware: Baccarat Talleyrand “Encore” Coupe

Red Wine Vanilla Syrup
100g red wine (La Garde Primeras Vinas)
80g sugar
Method: Reduce slightly, then add: 8g citric acid & 1 barspoon vanilla extract

ACT ONE APERITIF
Ingredients:
1 ½ oz DEWAR’s 21 Year Old Oloroso Finish
½ oz Oloroso Sherry
¾ oz Tempus Fugit Crème De Banane
1 Barspoon Golden Syrup
1 Spray Absinthe

Method: Spray chilled rocks glass with absinthe. Stir all ingredients over ice and strain into absinthe-rinsed glass.

Garnish: Orange discard

Glassware: Baccarat Harmonie Tumbler

United States Bartenders’ Guild (USBG) has named Nic Wallce of Darien, GA as the 2025 U.S. Bartender of the Year, after a three-day, five-part challenge competition.

The award (sponsored by Diageo) showcases the best in class cocktail craftsmanship and brought the country’s Top 30 competitors to test their bartending skills, agility and creativity.

Nic Wallace brings over 20 years of experience in bartending and hospitality, honing both his craft and mixology skills along the way. For more than a decade, he’s been a dedicated competitor in the acclaimed World Class competition and has become a key figure in its community.

“This was my chance to represent Georgia—Atlanta, specifically—as the only competitor from the state. I had to show up and bring the South home a championship,” explained Wallace. “I want to show people that no matter how much you want something, no matter how long it takes — you can get it.”

Competitors were challenged with crafting a signature Bulleit cocktail with a Southern dish, creating two tequila cocktails with Don Julio 70 Cristalino, and racing to make six DIAGEO Reserve cocktails in an eight-minute Speed Round, judged on balance, efficiency, skill, and hospitality.

From there, the Top 10 National Finalists were revealed after the second day, where competitors then competed in two additional challenges for the title of the 2025 World Class U.S. Bartender Of The Year. Nic Wallace ultimately came out on top and was named champion after creating the Soul Of The South and All Glowed Up cocktails that impressed the judges.

Cassandra Ericson, Manager of On-Premise Channel Marketing at Diageo North America, shared, “The creativity and skill shown by the bartenders this year have been incredible. At Diageo, we are committed to supporting their development through resources like DiageoBarAcademy.com, and it’s fulfilling to see how the program and competition continues to inspire and elevate the bartending community.”

Nic Wallace will compete alongside top national finalists from approximately 60 countries for a chance to claim the prestigious title of World Class Global Bartender of the Year. The competition challenges and inspires the next generation of bartenders, rewarding those who push the boundaries of creativity, storytelling, and technique.

All Glowed up

PIN IT

Ingredients

• 1.25oz Tequila Don Julio 70 Cristalino
• 0.75oz Mulled Wine Cordial
• 0.25oz Apricot Liqueur
• 0.5oz Fresh Lemon Juice
• 0.25oz Coconut Syrup

Instructions

Add ingredients into a shaker with ice. Shake briefly and strain into a glass filled with crushed ice.

Garnish – Dehydrated Apple Slices