Bartenders to create a new brand for Diageo

That’s a job many will covet: being a spy for Diageo, visiting bars to suss out all the latest trends in taste and culture. Diageo’s R&D people are like the CIA – although they will object to the comparison – who run a string of informers everywhere to detect changes in consumer preferences when it comes to drinks.

Like the fashion industry, the global drinks industry is increasingly looking to the street or bars respectively for inspiration. But to be on the safe side, Diageo have also been calling on bartenders in many countries around the world to come up with ideas for a new spirit or liqueur.

Earlier this year, Diageo launched a competition among bartenders in western Europe, called "Show Your Spirit", whose winner will see his or her concoction become the latest addition to the drinks group’s Reserve collection of luxury brands.

Entries for the competition close on 18 March. The finalists will be announced on 15 April this year.

Trust there to be plenty of entries as Diageo have reportedly promised that the winner of this "Show Your Spirit" competition will enjoy 5 percent of the net sales revenue for the first five years following the product launch. In addition to sharing a percentage of sales revenue with the new product’s co–creator, Diageo have also pledged to set aside a further 5 percent of the drink’s sales for a bartenders’ initiative fund.

From what we hear, there are some clever cocktail meisters in London who keep coming up with new infusions and whatnots at their bars. According to rumour, some have already been hired by Diageo’s competitor Pernod Ricard, the owner of the vodka brand Absolut, which is famous for its flavour extensions, to help them develop new brands.

At the moment, historical cocktails are very popular in London and there’s a move to recreate those 19th and early 20th century vermouths and spirits that have long since vanished.

Describing bartenders as "fast becoming the most influential trend setters and sought–after experts in the industry", Diageo’s Chief Marketing Officer Andy Fennell was quoted as saying: "By collaborating with bartenders we believe we can discover new opportunities and create a brand that could be the next big success story."

All of this makes us wonder: Why has it taken the world’s biggest drinks company so long to do what the fashion industry has been doing for decades?