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Diageo is set to launch a new spirit or liqueur as part of a competition for bartenders across Western Europe. 

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The ‘Show Your Spirit’ initiative will see the winning bartender asked to co-create a new product that will be part of the group’s luxury spirits, or Reserve, portfolio, the company said today (4 March). The winner will get 5% of net sales for the first five years of the product launch, while another 5% of sales will go to a “bartender initiatives fund”, Diageo said. 

“By collaborating with bartenders we believe we can discover new opportunities and create a brand that could be the next big success story,” said Andy Fennell, Diageo Chief Marketing Officer. 

Entries for the competition are now open and the winning product will be unveiled at the World Class Global Final in July. 


Sectors: Product launches, Spirits

Companies: Diageo

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