Global competition champions co-creation and collaboration to ignite creativity
Glenfiddich, the world’s most awarded single malt Scotch whisky, has launched a hunt to find the world’s most experimental bartender. This global search aims to recognise and reward maverick individuals who collaborate with artists outside of the traditional drinks world in order to create a more surprising, inventive and unique drinking experience.
The competition aims to find people in the bartending industry who are pairing up with masters from other creative fields such as a musician, chef, designer or artists, in order to push the boundaries of bar keeping. They will be challenged to create a sensory experience that is inspired by Glenfiddich. Finalists from countries around the globe, including South Africa, will be invited on an all-expenses-paid trip to the inaugural Glenfiddich Experimental Bartender Academy in Scotland, where they will compete to win the priceless opportunity of bringing their idea to life, supported by Glenfiddich. The winner will earn a reputation as The World’s Most Experimental Bartender, with their creativity being showcased globally.
Glenfiddich South Africa is proud to announce Gareth Wainwright, renowned bar consultant and one of the most creative bartenders in the South African bar industry, as the ambassador for the campaign. “We want to celebrate bartenders who are masters of their craft, yet continue to push beyond the expected by finding inspiration in the most unexpected places. We are thrilled to have Gareth, a maverick in his own right, as part of this exciting campaign”, comments Edward Snell & Co. Marketing Manager, Lauren Kuhlmey.
South Africa’s favourite co-creators will be awarded a week-long, all-expenses-paid visit to the Glenfiddich distillery in Dufftown, Scotland, to take part in the Glenfiddich Experimental Bartender Academy programme along with their counterparts from around the world. This will be an immersive three-day experience where the collaborators will be taught how to make whisky from scratch. They will have the exclusive opportunity to absorb knowledge from Glenfiddich’s distillery experts; from the mash man to the cooper, the still man to the malt master; and these extraordinary craftsmen will share the techniques that have made Glenfiddich the most awarded single malt Scotch whisky today; including an opportunity to meet the malt master, Brian Kinsman.
For all the aspiring collaborators, Gareth Wainwright offers the following advice, “I believe that you can never know enough and lessons come from the strangest places. Try everything! Inspiration can come from anywhere and no detail is too small. Respect the classics and always remember: there’s always a bigger fish”.
The winning collaborative idea will be announced at the end of the programme, and then Glenfiddich will work with the winning duo throughout 2017 to bring their creation to life for the on-trade, an impressive addition to any creator’s portfolio.
For the full terms and conditions of the competition, visit www.glenfiddich.com. All entrants must be over 25 years old and have the flexibility to attend a week-long trip to Scotland in November 2016. There is no cash exchange and the place on the Glenfiddich Experimental Bartender Academy is not transferable.
For more information go to https://www.glenfiddich.com/explore/experimental-whisky/