Dutch brand Sir Edmond Gin is inviting Italian bartenders to participate in its Gin & Sound Pairing cocktail competition. Launched in 2018, this contest challenges bartenders to create cocktails inspired by music.
This year, Sir Edmond Gin has partnered with Gruppo Meregalli to introduce the competition to Italy. “We are thrilled to bring the Sir Edmond Gin & Sound Pairing competition to Italy. We have worked hard on this brand activation alongside our respected partner Gruppo Meregalli,” said Lotte Dekker, brand manager of Sir Edmond Gin. “Italy’s legendary mixology talent and flair, combined with our focus on flavour, promises to be truly inspiring. We can’t wait to see what these bartenders come up with. But this is just the first step, we have plans to expand the competition globally this year. We believe that the Sir Edmond Gin & Sound Pairing Competition has the potential to become a global celebration of mixology, music, and cultural exchange.”
The winner will receive €500 (US$537), specifically to fuel their love of music. Participants are encouraged to submit their cocktails on the company’s website and showcase their skills in a video on social media. The competition is open to all Italian bartenders, with entries closing on July 1.
The 2023 competition took place at LuminAir Amsterdam on October 16, where Andre Montijn won with his ‘Lady Blue Berry’ cocktail paired with Jean Knight’s “Mr. Big Stuff.”
In related news, Sir Edmond Gin was recently named the Spirits Distributor of the Year sponsor at The Spirits Business Awards 2024.
