Photo Credit - iStock/MaximFesenko

In today’s competitive hospitality industry, one of the most important aspects for success it to engage and build relationships with industry professionals such as bartenders.  The Cocktail Competition has emerged as a key type of event that is used to forge connections with brands, companies, those that represent them, and those that sell them and use them in their businesses.

However, not all cocktail competitions are created equal, and not all are successful.  In order to set a competition up for success, several key factors must be considered.

Objective
The goal of the competition is, without a doubt, one of the most important key points.  Many times, a competition is thrown together to try to promote a brand and increase sales, however without a deeper sense of objective, it may not engage its intended audience. 

Premise
The setting and style of the competition is also a key factor.  Which location is selected to host the event, and why?  Is the location one that will fit the intended audience and even the target audience size, or is it out of place with regards to the original objective of the competition?

Promotion
No competition can take place without competitors.  Making sure to get the word out to the right crowd is essential.  Social Media, local bartender guilds, and sales force teams (distributor and supplier) are all key partners that can be used to help build participation rates.  One of the single worst things to hear, is a great bartender or partner account mention they “wish” they had heard about the event and been able to compete.

Prize
Is the prize going to attract talented professionals?  Does it align with the brand and the objective and premise of the competition?  Prizes can range from money, to gifts, and even trips, but it should be something that will entice people to enter.

Execution
Execution will set a tone for success, especially if the competition has a larger vision of existing every year.  The rules, the criteria, the judges, the process of selecting the competitors (for example through the process of a blind taste judging), the set up, and attendance of sales team will all be a factor in the success or failure of the competition.

Transparency
Who wins?  At the end, there is only one first place, and everyone else involved will want to know why they did not win.  Having clear rules and open feedback is a key element.  Competitions that are perceived as showing favoritism and a lack of transparency can actually do damage to brands, and end up as counterproductive to the original goals.

In the end, the art of hosting a cocktail competition is just that - an art more than a science.  It has many working parts and many different facets that can lead to success or failure.  My best advice, as someone who has participated in cocktail competitions as a competitor, host, judge, organizer, and creator, is to put yourself in the shoes of those you wish to reach.  By making the old saying “treat those how you would want to be treated” the guide for the aspects of the competition, a successful outcome can always be obtained!

 Cheers.