A classic goes global.
Building upon the success of the 2017 Southern Comfort Cocktail Competition, we took the 2018 activity to the next level.
Upon conclusion of the six week online entry period, twenty five bartenders were selected from across Australia to compete in the State Tours. After a month long search, five bartenders were invited to compete at the National Final in Brisbane, Queensland. The Australian winner will embark on a trip to New Orleans to represent Australia in an International Final Showdown.
The competition included new global branding, mechanics and a mentorship program. This one-on-one attention gave bartenders the opportunity to perfect their drink. The campaign also included a new microsite (across all markets), the national final event and was supported with social and PR.
Post event saw the production of the annual cocktail recipe book and video for social to help drive continued awareness.