Beyond cocktail competitions

According to an analysis in the January issue of Drinks International, the role of cocktail competitions has changed in recent years, as their impact as marketing tools, long-term community builders and professional influencers has gradually weakened.

New competition models

This article is available for reading in Trade magazin 2026/02-03

At the same time, formats that are based on creating lasting value rather than one-off victories are emerging. Classic competitions are gradually being replaced by mentoring programmes, leadership and professional training, long-term collaborations and community-building platforms.