The Scotch whisky and premium gin arm of Pernod Ricard has launched the programme around its Beefeater and Plymouth gin brands.
Activities kicked off at the Amsterdam and Paris Bar Shows and future plans include presence at international trade shows in London (June) and New Orleans (July).
According to Chivas, the education programme is expected to reach over 50,000 international decision makers from the spirits industry, including style bar operators and bartenders.
Participants include Henry Besant of Worldwide Cocktail Club, Taste and Flavour’s Mark Ridgwell, Peter Dorelli, Nick Strangeway - Tales of the Cocktail’s Bartender of the Year - and Tony Conigliaro, the creator of molecular mixology.
Nick Blacknell, brand director for gin at Chivas Brothers said:
“Our brand ambassador programme is already having great international success and this educational drive will ensure that the most influential movers and shakers in the bar world have Beefeater and Plymouth firmly front of mind.”
Highlights of the programme in 2009 include:
London Bar 09 (23 - 24 June): Chivas Brothers will be creating a modern interpretation of a gin palace on its stand as a platform to highlight the strength of its gin portfolio and explain the different but complementary roles that Beefeater and Plymouth can play in a bar. Master distillers for Beefeater and Plymouth, Desmond Payne and Sean Harrison, will be on hand for interviews and tastings. Mixologists will be demonstrating classic and current cocktail trends for gin and the doors of the Beefeater distillery in Kennington will be open.
New Orleans Tales of the Cocktail (8 - 12 July): Beefeater will be sponsoring the opening ceremony and will see an ‘Old versus New’ London challenge.
Plymouth will bring some of the Big Apple’s best bars to New Orleans, including Death & Co, Employees Only, Milk & Honey, PDT and Pegu Club.