Spirits giant Diageo has launched a digital experience that uses AI (artificial intelligence) to analyse consumers’ flavour preferences and match them with their ideal single malt whisky.
The What’s Your Whisky? digital experience asks users 11 questions to understand what flavours they like. Questions range from ‘how often do you eat bananas?’ to ‘how do you feel about chillies?’.
The programme then assess the user’s enjoyment of a range of sweet, fruity, spicy and smoky flavours found in single malts whiskies and uses the data to create the consumer’s personal ‘flavour print’, then recommends a single malt with a flavour profile that suits.
The What’s Your Whisky? experience has launched in Great Britain, Germany, Austria, Switzerland, Spain, Greece, Belgium, Denmark and the Netherlands and can be accessed online via whatsyourwhisky.com.
Making A Stir
CIERTO TEQUILA & ARIZONA BILTMORE UNVEIL THE CIERTO TEQUILA OASIS
Mexican Tequila brand Cierto and the historic Arizona Biltmore, A Waldorf Astoria Resort, have collaborated to to launch the first-of-its-kind Cierto Tequila Oasis.
A haven for spirit enthusiasts, the Cierto Tequila Oasis offers a unique Mexican-inspired escape, fit for lounging in the heart of the Arizona desert.
During November and December, the Cierto Tequila Oasis will be home to a bespoke series of activations , including:
Tequila Masterclass with Sergio Mendoza (11/30): Cierto Tequila’s Master Distiller and fifth generation agavero (agave farmer) Sergio Mendoza will host an educational Tequila Masterclass in the Cierto Tequila Oasis. The masterclass will be available to an intimate group on a first-come, first-served basis, featuring a guided tasting of the four expressions of the Cierto Tequila Private Collection with light bites provided by Renata’s Hearth.
History Walk at Arizona Biltmore (12/8): A group of select guests will immerse themselves in a private history walk spanning Arizona Biltmore’s renowned property, led by one of the resort’s resident historians. Guests will learn about the bounty of celebrities who have stayed on the property over the years, with the tour culminating at the Cierto Tequila Oasis for signature cocktails.
Cigar Sommelier Experience (12/14): Cierto Tequila will enlist a Cigar sommelier for a guided cigar and tequila pairing experience, in which they will educate attendees on the art of selecting the perfect cigar for each Cierto Tequila Private Collection expression. Attendees will sample each expression of Cierto Tequila and leave with a favorite cigar and other curated items.
Cierto Tequila Pairings Dinner at Renata’s Hearth (12/17): Cierto Tequila will collaborate with Renata’s Hearth to create a sit-down tequila pairing dinner overlooking the Cierto Tequila Oasis. The ticketed experience will include a seated four-course, chef-inspired dinner, featuring dishes that coincide with each expression of the Cierto Tequila Private Collection, expertly paired, served neat or in an elevated cocktail.
HAVANA CLUB IS INVITING BARTENDERS TO BECOME COCKTAIL MAESTROS
Cuban Rum brand Havana Club has unveiled its new groundbreaking global bartending competition: Havana Club Cocktail Maestros.
Inviting teams of two bartenders in Europe, with the UK, France, Spain, Italy, Greece and the Czech Republic being lead countries in addition to three European Wild Cards, as well as Cuba, Brazil and China, the competition celebrates the art of bartending mastery.
With €10,000 and a once-in-a-lifetime trip to Havana up for grabs, a journey into Cuban culture and craftsmanship awaits successful finalists.
In a competition like no other, Havana Club offers exclusive Maestro Sessions to equip teams with skills for a successful first entry.
The sessions will feature the following educational films with insights from leading industry voices:
Liquid: Maestro del Ron Cubano Asbel Morales and Global Brand Ambassador Alfredo Guerra will lead an exploration of Havana Club’s rich cultural heritage, delving into the intricate world of rum production, vibrant island life and the everlasting connection this has with the liquid.
Flavour: Renowned chef and founder of Bando Belly, Naz Ramadan, will showcase her unique approach to flavours and ingredients through a virtual cooking demonstration. Accompanied by Global Brand Ambassador Liam Holyoak-Rackal, the pair will explore the intricate balancing of food by perfectly pairing it with a neat Havana Club Añejo 7 Años.
Hustle: Iconic bar duo Emilio Di Salvo and Keila Urzais of London’s most reputable cocktail bar, Satan’s Whiskers, will focus on how to hustle within the bar scene. With their exceptional mixology skills and deep knowledge of crafting cocktails, they will share tricks-of-the-trade, creating an atmosphere of genuine hospitality that turns a great drink into a memorable experience.
Expression: With nearly a decade of experience, legendary photographer Lateef Okunnu will unveil the secrets behind the extraordinary art of drink photography. Specialising in photographing food, drink and people, Lateef’s extensive portfolio in these domains set the stage for a masterful exploration of the art of visually showcasing beverages.
Entries open for the first challenge, Liquid Harmony, from November 20th to January 15th and will be judged by an esteemed panel of industry representatives, including brand ambassadors and long-standing friends of Havana Club. Inspired by the Maestro Sessions, teams need to:
Create a bespoke cocktail using Havana Club rum alongside two homemade ingredients
Capture a stunning image of their creation accompanied by an equally remarkable team photo
Enter their submission via the Havana Club Cocktail Maestros landing page
Successful Liquid Harmony applicants will advance to national and regional finals with eight teams of finalists invited to the global final (15th-18th April 2024) in Havana, Cuba, where they will be fully immersed in the vibrant heart of the city to embrace island life and explore the local bartending scene.
The final challenges will include The Cocktail Mastery challenge and The Great Havana Hustle, where teams will host a bar shift to highlight real-life hospitality mastery and celebrate the collective energy.
“Bartenders across the globe have always been at the heart of our story, which is exactly why we’re committed to supporting and collaborating with them.,” explains Havana Club’s International Brand Director, Ludmilla Stephkov
“This year, we are delighted to unveil Havana Club Cocktail Maestros, a competition rooted in a team mindset, brand education, cocktail expertise and cultural immersion. This isn’t just about mixing the best drinks; it’s about celebrating a unique blend of cocktail mastery and hospitality skills within the bartending community.”
DWAYNE “THE ROCK” JOHNSON LAUNCHES THE MANA HOLIDAY HOUSE
Celebrity Tequila brand Teremana and its founder, Dwayne “The Rock” Johnson, welcome guests to the Teremana Mana Holiday House to ‘Share the Mana’ and celebrate the spirit of the holiday season.
Accessible online at ManaHolidayHouse.com, the one-stop virtual holiday experience is designed to make at-home holiday gatherings simple and easy to enjoy with family and friends.
The Mana Holiday House will feature holiday hosting ideas, seasonal cocktail recipes like the Teremana Ginger Spiced Paloma, gift inspiration, limited-edition prizes, and other fun surprises.
“The holiday season is finally upon us, and I’m excited to start spreading the mana with fans and welcoming them to experience the Teremana Mana Holiday House,” says Teremana Founder Dwayne Johnson. “I invite everyone to visit the Mana Holiday House to celebrate, enjoy a lot, laugh a lot and get inspired about ways to create memorable holiday moments with their loved ones.
The Mana Holiday House invites visitors to make themselves feel right at home: explore the virtual rooms and discover hidden content, get inspired with holiday menu ideas for easy food and cocktail pairings, access expert entertaining tips like how to create a memorable tablescape, and win exclusive prizes.
Running through until December 31st, the Mana Holiday House is a springboard of holiday inspiration for every event, from Thanksgiving dinner to New Year’s Eve gatherings and everything in between.
Teremana® invites fans to try making a Ginger Spiced Paloma to toast the season with the recipe below:
Ginger Spiced Paloma
2 oz Teremana Blanco
¾ oz Lime Juice
1 oz Grapefruit Juice
½ oz Ginger Syrup
Top with Ginger Beer
Shake all ingredients except ginger beer with ice in a cocktail shaker. Strain into a highball glass over fresh ice and top with ginger beer. Garnish with a lime wheel and crystalized ginger. Serves one.
Making A Stir
DRIZLY LAUNCHES ITS FIRST-EVER GIFT REGISTRY AS PART OF NEW CAMPAIGN
Beverage alcohol e-commerce pioneer Drizly is upping the gifting game this season with the launch of a new Gift Registry experience.
Part of the company’s new “What’s It Gonna Be?” campaign, the registry allows shoppers t handpick and share a personalized registry of their most sought-after beer, wine, and spirits.
With just a click of a button, consumers can take the guesswork out of gifting by sending their curated Drizly Gift Registry to friends and family, ensuring they’ll get the gifts they want.
Through a guided experience, gifters can answer a short series of questions to narrow down thoughtful gift recommendations from brands like Don Julio, Johnnie Walker and Bulleit, tailored to the recipient’s interests and tastes.
Then, gift-givers can order the selected bottle right on Drizly for delivery to their recipient’s doorstep, complete with a personalized e-card for an extra special gifting experience.
To mark the launch, Drizly is teaming up with award-winning actor, comedian, and television host Joel McHale. As a self-professed great gift-giver and lover of a good drink, McHale is partnering with Drizly to help consumers give – and get – the perfect gift with the new registry.
“There’s nothing worse than giving, or getting, a crappy gift. So when Drizly launched its new Gift Registry, I couldn’t wait to create my own registry of my favorite booze so I never have to pretend to like a terrible gift again,” said McHale. “And like Drizly, I love giving the perfect gift. But you know what’s the worst? Sending an awkward text asking what someone wants.
“Drizly’s Gift Registry is the perfect solution for that too,” McHale continued, “I just answer a few questions about that hard-to-shop-for person on my gift list, and voila, Drizly gives me some great drink options for them to choose from. With Drizly’s incredible selection of drinks, my gift-giving skills just reached a new level of perfection.”
The company’s “What’s It Gonna Be?” nods to Drizly’s growing emphasis on helping consumers find and buy the right drinks for any moment, whether it’s selecting a gift for that someone special, discovering new drinks for an upcoming soiree, or shopping everyday favourites for a casual night at home.
A take on a ’70s gameshow, the campaign highlights the endless drink possibilities for every moment with Drizly. Each spot features a different game that underscores the wide selection of drinks on Drizly for gifting, hosting and everyday needs, with Drizly’s magnetic game show host consistent throughout the spots.
“Today we see consumers turning to the Drizly marketplace for broadening types of occasions, with gifting being a frequent use case,” said Gina Hardy, Drizly’s Chief Customer Officer.
“Our new Gift Registry allows Drizly to be the top destination for gifting by providing a sure fire way to ensure the giftee receives something they truly want. This new feature, along with our ‘What’s It Gonna Be?’ campaign reflects Drizly’s evolution to be the go-to shopping destination for all beverage alcohol occasions and to allow our consumers to better savor life’s moments.”
Drizly’s Gift Registry is now available for consumers to easily create, manage, and share. Adults of legal drinking age in areas serviced by Drizly can visit drizly.com or download the Drizly app (App Store andGoogle Play) to shop convenient delivery options for drinks.
Making A Stir
WATCH OUT FOR THE MOUNT GAY & KIEL JAMES PATRICK COLLABORATION
Global Rum brand Mount Gay is keeping a watch on your style with its latest collaboration with New England clothier Kiel Patrick James.
Launching a timepiece embodying the sunny joie de vivre of the tropics, the collaboration sets sail on a historic journey to raise a toast to the 40th anniversary of the iconic rum brand.
Sharing a common yet unwavering nautical spirit, the Mount Gay Rum Red Cap Adventurer Timepiece is a testament to the timeless spirit and authenticity that embodies Mount Gay Rum’s profound impact on the sailing community.
With a bold red and gold striped fabric wristband (Mount Gay’s signature colours), a 14k gold-rimmed face, and luxurious detailing on the dial, it showcases artistry in every thoughtfully curated detail – highlighted by the iconic Mount Gay Barbados logo gracing the watch face.
The watch is also available with a subtle brown leather wristband.
The watch’s piece-de-resistance is the intricately detailed dial adorned with bright-coloured semaphores at the 3, 6, 9, and 12, and golden minute and hour hands shaped like an arrow and anchor. A geographical outline of Barbados, the superlatively gorgeous island home to Mount Gay’s flagship distillery, adds a dash of panache to the solid white background.