Glenfiddich, the UK’s number one single malt Scotch whisky, has announced the launch of this year’s Malt Mastermind competition. Returning for the fifth year, the competition calls on bartenders to showcase their flair and creativity by crafting a signature serve, this year using Glenfiddich 14 Year Old Rich Oak, Glenfiddich 15 Year Old or Glenfiddich 15 Year Old Distillery Edition.
The competition has introduced some new features for 2014. These include inviting more finalists to join the final – twelve instead of six in previous years – and the inclusion of a ‘wild card’ entry. For the first time, the competition will focus on the brand’s 15 Year Old variant.
The judging panel will also include two new judges this year. Joining Mark Thomson (who helped judge last year’s Malt Mastermind) will be Kirsten Grant Meikle, a William Grant & Sons family member and Director of Prestige at the company and Roman Foltan from The Artesian in London.
The final will take place in London on 17th November 2014. All finalists will be required to showcase their serve at the final, as well as take part in an additional challenge to be revealed on the day.
The inaugural wild card entry will be Jamie Ireland from G&V Royal Mile Hotel who reached the final last year and impressed the judges with his creativity when making his ‘Scotsman, Frenchman and an Englishman’ serve.
The competition is being promoted via digital advertising, trade PR and social media. The deadline for entries is 24th October 2014.
Sarah Harding, Senior Brand Manager for Glenfiddich, comments: “Year on year, the calibre of bartenders entering the competition has only improved with some exceptional serves and creativity showcased. We are looking for someone who really understands the pioneering spirit of Glenfiddich and someone who has great knowledge of the category, the complex structure of the liquid and how flavours can be used in serves to really complement the whisky and create interesting drinks.
“We are also excited to have Kirsten and Roman on board for the first time too. Both bring exceptional levels of knowledge and expertise to the table and we have no doubt, will inspire and enthuse our finalists.”
Bartenders wanting to enter the competition should visit http://www.glenfiddich.com/uk/explore/malt-mastermind. They will be required to complete a short online entry form, including details of the serve they would create using the Glenfiddich 14 or 15 Year Old variants.
The winner of the competition will be invited on an all-expenses paid VIP trip to the Glenfiddich distillery where they will sample some rare expressions and gain access to parts of the distillery not open to the general public. They will receive £1000 cash and the chance to be on the judging panel in 2015.