eTravel Project

Brand: Pilsner Urquell

Execution: For the second year in a row, Pilsner Urquell rewarded the bartenders around the globe that set the benchmark in their profession and pride in Pilsner Urquell. Fifteen bartenders selected among the best in their own country met in New York on October 13 and 14 to compete for the International Master Bartender Awards 2007. The countries represented were: Belgium, Czech Republic, Denmark, Hungary, Finland, Germany, Greece, Israel, Italy, Norway, Poland, Russia, Sweden, South Africa and United Kingdom. The event coincided with the 5th Annual Lucie Awards, sponsored by Pilsner Urquell to celebrate excellence in photography, at the Lincoln Center on October 15.

Description: The competition was held at the trendy Tribeca Grand Hotel. The bartenders had to take a written test in the morning. The interviews with the judging panel followed after lunch. The bartenders showed off their pouring abilities in the evening.

What We Like: Most of the bartenders were escorted by their country’s Pilsner brand manager. The bartender becomes a real ambassador of the brand after this experience and so the brand manager. This initiative already inspired lots of publicity in each bartender’s country. For instance, the Italian competitor Marco Castellani and his business partner were happy just for being part of this event since their bar “Il Fondo” opened a little over a year ago. The combination with the Annual Lucie Awards at the Lincoln Center creates an aura of good will around the brand that even not-beer drinkers enjoy!

What We Don’t: Being only at its second year, the competition can grow and improve. Fifteen countries do not represent the global beer market.

Conclusions: the International Bartender Awards is a clever marketing and branding tool. The juxtaposition with the Annual Lucie Awards is an advantage. However, the reach of the event is still limited and constrained just to a few.