THE ITALIAN HOUR
This activation centers on a tasting journey rather than traditional education, inviting bartenders to an afternoon celebrating Italian beverages and cocktails, complemented by delicious Italian snacks. Inspired by the Italian Aperitivo tradition, where people gather in the late afternoon or early evening to enjoy drinks and light bites, the event creates a relaxed, social atmosphere. The goal is to collaborate with bartender-friendly Italian venues to feature classic Aperitivo pairings in a pop-up bar, showcasing core Italian brands like Disaronno, Amaro Montenegro, and Villa Massa. The Ambassador will craft cocktails such as the Disaronno Sour, Monte Negroni, and Villa Massa Spritz, offering a true Italian experience.
MICHTERS AMERICAN WHISKEY EXPERIENCE
The Michter’s Tasting Experience offers a premium educational journey into the brand’s rich history, dating back to 1753. This session explores Michter’s legacy, commitment to quality, and innovative production techniques, including its small-batch approach and meticulous craftsmanship. Guests will sample a selection from the iconic US1 range, gaining insight into the distinct flavours and processes behind each expression. This experience provides a deeper understanding of Michter’s unique whiskey-making philosophy and offers a refined tasting experience.
WHISKY EXPERIENCE
The Whisky Experience is an educational session designed to deepen industry knowledge of whisky, suitable for bartenders of all skill levels. Participants will explore key topics such as whisky history, geographical influences, flavour development, cask maturation, and the decisions made by master blenders and distillery professionals. While the focus is on Scottish distilleries like Bruichladdich and Highland Park, this year, Lark distillery will also be featured to broaden whisky knowledge. Attendees will have access to a downloadable whisky experience booklet via a QR code during the session.
COCKTAIL NOUVEAU
Cocktails Nouveau is a bartender-driven initiative designed to highlight our core product range by fostering knowledge-sharing among industry leaders. Sessions, held in each market before the 2025 competition season, will provide valuable learning opportunities through shared techniques, recipes, and insights. Recruiting top bartenders as mentors is crucial, as the focus is on skill demonstration rather than product promotion or competition. These mentors—especially those recognized for innovation—will have the freedom to showcase techniques, including fundamental yet challenging methods like carbonation, clarification, and acid adjustment. Select sessions will also feature photography, attendance incentives, and more.
CHARTREUSE 1605 / 2025
The year 1605 is a pivotal milestone in Chartreuse’s history, marking the birth of the iconic liqueur. Featured on every bottle, it symbolizes the brand’s deep-rooted heritage and the craftsmanship of the Carthusian monks. This date remains a testament to Chartreuse’s enduring tradition, spiritual essence, and timeless appeal.
“COINTREAU” THE SCIENCE OF TASTE
The Cointreau Flavour & Pairing Masterclass explores the science and artistry of flavour in mixology. Bartenders will learn how taste and aroma interact to create balanced cocktails, with a focus on Cointreau’s citrus complexity. Through classic cocktails like Margaritas and Cosmopolitans, as well as food pairings with fresh, light dishes, participants will refine their skills in flavour enhancement. Led by Brand Ambassadors, this session provides expert insights, industry trends, and practical techniques to elevate the craft of cocktail-making.
TEREMANA ” SHARE THE MANA”
This activation offers an immersive experience that goes beyond traditional education, inviting bartenders to an afternoon celebrating Teremana Tequila. Participants will sample signature drinks, enjoy authentic Mexican cuisine, and engage in storytelling while exploring the brand’s rich heritage. The event is designed to connect industry professionals—current partners and potential new ones—while guiding them through a tasting journey that highlights Teremana’s flavour profiles and ethos. The goal is to increase interest in the brand, inspire future collaborations, and expand Teremana Tequila’s presence in more venues and menus, generating buzz and word-of-mouth excitement.
LARK DISTILLERY EDUCATIONAL
Step into the world of Lark Distillery with a premium educational session that brings its rich history to life. From humble beginnings to its status today, this experience showcases Lark’s four key pillars—Tasmania’s unique climate, innovative processes, quality ingredients, and a historic cask collection driven by a flavour-first philosophy. Guests will be immersed in storytelling moments while sampling a curated selection from the Lark portfolio, kicking off with a Forty Spotted (Sonic or Tonic) on arrival.
THE MACALLAN PREMIUM WHISKY EXPERIENCE
The Macallan Premium Whisky Experience is an ultra-premium educational session designed to showcase why The Macallan is the #1 premium whisky by value. Participants will be immersed in storytelling moments that highlight The Macallan’s rich history and legacy as a luxury Scotch single malt. Throughout the experience, guests will sample a selection from The Macallan portfolio, with some sessions paired with small snacks to enhance the drinking pleasure. The tasting will also include an exploration of the unique flavours imparted by sherry-seasoned casks, with a special tasting of Oloroso sherry. To elevate the experience, we’ll explore how sound influences the tasting journey.
LOUIS XIII (PREMIUM ACCOUNT)
The Louis XIII Experience offers a deep dive into the rich heritage and craftsmanship behind one of the world’s most luxurious Cognacs. This immersive session, led by an expert Ambassador, takes participants on a journey through time, exploring how the artistry, tradition, and expertise passed down over generations have shaped the brand. You’ll learn about the meticulous process behind Louis XIII, from selecting rare eaux-de-vie to aging in centuries-old oak barrels, creating a timeless luxury spirit. This experience reveals why Louis XIII is not just a Cognac, but a symbol of unparalleled craftsmanship and heritage.
JAGERMEISTER INDUSTRY TRIVIA NIGHT
Get ready for a night of epic trivia, great drinks, and fierce competition! Jägermeister Trivia Night brings together bartenders and trade pros from across the city for an evening packed with fun, laughs, and brain-teasing questions. From everyday facts and music to Jägermeister knowledge, this isn’t just any trivia night—it’s your chance to learn, drink, and win big! With over $500 in prizes up for grabs, expect a mix of general trivia and brand-related challenges, all in a laid-back, high-energy setting. Come for the fun, stay for the prizes, and leave with bragging rights!
“SPIRIT OF BARBADOS” – MOUNT GAY
Mount Gay Rum represents a legacy of authenticity, heritage, and quality, being the world’s oldest rum distillery, founded in 1703. Rooted in its Barbadian heritage, Mount Gay produces rum without additives, focusing on the natural flavours of high-quality ingredients and traditional methods. The distillery emphasizes exceptional quality through carefully selected molasses, pure water, and meticulous fermentation and distillation processes. Mount Gay also prioritizes sustainability with practices like crop rotation, waste recycling, and renewable energy initiatives. Guests will have the opportunity to sample the core brand range and distillates that showcase the unique story of terroir, while learning about the four types of stills used at the Mount Gay distillery to create its distinctive rums.
VENUE SPECIFIC TRAINING & EDUCATION SESSIONS
Venue-specific training is designed to educate bartenders about our brands, cocktail techniques, and styles, highlighting our offerings in an engaging way. Led by a Business Development Manager (BDM), these sessions strengthen relationships and foster connections between staff and brands. The training is interactive and educational, taking place at each venue to ensure its relevant and enjoyable. Formats may include menu creation, cocktail of the month, brand-specific topics, or category-focused discussions. Venue managers can also request additional tips for new staff, seamlessly incorporated into the training.
