Jameson Whiskey, produced by Irish Distillers in Midleton Distillery, has launched a Grow Your Own Cocktail web series to promote local sourcing, collaboration and discovery among bartenders and local producers around the world.
Last year, the Jameson team brought bartenders, local farmers and producers, together in communities across the globe to encourage mixologists to create locally inspired cocktails. The Jameson team captured all of their adventures, which fans can now enjoy as a six-part web series. The series will feature episodes from Dubai, Tel Aviv, Kuala Lumpur, Shanghai, Stockholm and Cork, home to Irish Distillers’ Midleton Distillery, to educate and inspire the global bar community to use local and uniquely sourced ingredients.
Since the Grow Your Own Cocktail concept was born, Jameson has encouraged meaningful human connections between bars and their community through foraging, hosting masterclasses, and partnering with local expert craftspeople. This has inspired participants to embark on a journey of collaboration with local producers on a truly global scale.
Alongside the web series, Jameson is encouraging bartenders to proactively support their local community by joining the Grow Your Own Cocktail movement. Jameson is offering a €1,000 cash prize to be split equally between bartenders and producers who work in collaboration to create a Jameson cocktail using locally sourced ingredients. The competition will encourage bartenders to leverage their local environment by creating a signature drink with ingredients sourced from a farm, corner shop or local market and winners will be encouraged to invest their prize back into their community through further local sourcing.
Irish Distillers’ International Marketing Director Brendan Buckley explains,
“The Grow Your Own Cocktail web series is integral in encouraging collaboration between the bar industry and their local craftspeople. The bar community has faced serious challenges in 2020, so now, more than ever the industry needs solidarity, creativity and innovation to help it through these times. It’s Jameson’s mission to support this creativity and encourage bartenders to use their own environments in truly innovative ways. The bartending community is at the heart of Jameson as the first advocates of our whiskey many years ago. We can’t wait to see what bartenders and their wider communities come up with.”
Entrants simply post their cocktail on Instagram, outlining the local ingredients used, background to the collaboration, and explain why Jameson should support them, along with the hashtag #GrowYourOwnCocktail. The contest will judge each Bartender’s fresh new cocktail. How their new serve celebrates and supports both the local community and the smooth taste of Jameson –will also be rewarded.
Episodes of the web series are being released throughout August and September via @JamesonHosts on Instagram and the Jameson Irish Whiskey YouTube channel.
For more information on how to enter the competition, bartenders should head over to the @JamesonHosts Instagram page. All posts must tag @JamesonHosts and the deadline for entries is September 14th 2020.