SevenFifty Daily | Cocktail Competitions are Going Digital

Drinking a cocktail is an inherently sensory experience. Taste, sight, and smell are all critical to fully appreciating a drink. Or are they?

Some spirits brands are taking their quest to discover the world’s best new cocktails to a counterintuitive realm—online. Whether the goal is to reduce their brand’s carbon footprint, level the playing field for themselves and participating bartenders, or simplify the logistics of competitions on a global scale, brands have different reasons for switching to the digital format. SevenFifty Daily spoke with representatives from three spirits brands—as well as Tales of the Cocktail—about their motivations for transferring their version of the traditional live, in-person competition either partly or totally online.