NEW YORK, Oct. 18, 2017 /PRNewswire/ -- For ten days in
November, bartenders around the world will rally to set aside their
shakers, and reach for their mixing spoons. SPIRIBAM, North America's subsidiary of
Martinique's Rhum J.M
partners with Old Fashioned Week (OFW) to sweep into town for this
global celebration of the king of all cocktails. Intending to
double the impact from its second year in 2016, Old Fashioned Week
2017 now launches with ambassadors in ten zones, covering most of
the world's most high profile cocktail cities. This embassy of top
spirits experts and writers will help inspire bars to serve up the
most classic, innovative, original, premium or daringly different
Old Fashioned cocktails. They aim to extend the legend that makes
it the most enduring and popular cocktail in quality bars (in the
World's 50 Best Bars). Bars are invited to participate by
registering on the OFW website by Oct.
20; all set for Old Fashioned Week from 2-11 November. So
expect to hear that call of the Old Fashioned, enticing discerning
cocktail drinkers to their favorite bars.
www.old-fashioned-week.com
Old Fashioned Week will target over 600 bars in 2017, with the
confident aim to increase to 1,000 bars in 2018. It has blossomed
from its modest creation by Michael Landart of popular neighborhood
bar Maria Loca in Paris, and rum
enthusiast Cyrille Hugon, to become
a worldwide celebration. For 2017, it partners internationally with
six renowned brands: Angostura Bitters, Havana Club rum, Altos
tequila (for U.S. activities), J.M Agricole Rhum from Martinique, Monkey Shoulder blended Scotch
malt whisky, Wild Turkey bourbon whiskey. Participating bars will
serve Old Fashioneds using at least two of these brands. Beyond
that, they can freely use their other regular listed spirits.
Consumers can expect to enjoy individually conceived events,
promotions, and generally good "old fashioned" drinking fun. Bars,
and also retail shops, can announce their activities on the Old
Fashioned Week website and show off their creations via OFW social
media - where innovation is always a point of positive controversy:
Anyone for a rum and gin Old Fashioned?
Cyrille Hugon, co-founder and
director of Old Fashioned Week, comments: "For 2017 we are really
getting out there, with a confident plan to involve even more
high-quality bars, bartenders, and even drinks shops. Old Fashioned
Week is a celebration of cocktail heritage and bartenders' skills,
and also encourages fresh thinking, innovation, and convivial
drinking. Our OFW ambassadors are well-known to bars in their
country zones, and above all, they are as enthusiastic as we are
about drinking an Old Fashioned made to perfection. Our mission is
also to help the bars attract customers and maximize their cocktail
sales.
"In the recent couple of years, many bars which started as rum
or whisky bars have become fashionable, classic drinking
destinations in their cities. In the same way, the Old Fashioned
has become a cocktail which is forever-stylish and has certainly
expanded in popularity thanks to the evolution of these bars."
Visit www.old-fashioned-week.com for participating bars,
history, new fascinating bar stories and videos.
Twitter @OldFWeek #OldFashionedWeek
Facebook https://www.facebook.com/oldfashionedweek
Instagram https://www.instagram.com/oldfashionedweek
History of the Old Fashioned cocktail
The popular belief is that it was created at the Pendennis Club
in Louisville, Kentucky in 1884,
where it was developed by the bartender and a James E. Pepper who was a member of the club,
and co-owners of the bourbon Pepper.
Another historical viewpoint dates its inspiration to 1806; and
its first recipe in print to 1895, in Modern American Drinks: How
to Mix and Serve All Kinds of Cups, Cocktails, and Fancy Mixed
Drinks, by George J Kappeler
https://www.old-fashioned-week.com/en/the-old-fashioned-knowing-and-stretching-its-limits
The most popular cocktail sold by the 'World's 50 Best
Bars'.
For the second year running, the top 50 bars in this highly
respected league were asked: "What cocktail do you sell the most?"
Answer: "The Old Fashioned".
How Old Fashioned Week was conceived
Launched in 2015 on the initiative of Michael Landart of the
Maria Loca bar in Paris and
Cyrille Hugon, Old Fashioned Week
involved 50 landmark bars in France, which then grew to 180 international
bars in 2016, with 14 countries involved. 2017 is set to triple
this target. OFW is an event that is open to all establishments
that lay claim to serving a quality cocktail and are passionate
about cocktail culture. The initiative involves events and
masterclasses organised by the participating bars and/or the
principal partner brands of spirits. It is very much also a
celebration for consumers - to immerse them in the exuberant world
of an ever-fashionable cocktail, made to perfection.
Media Contact:
Annie Goldfarb
Email: annie.goldfarb@spiribam.com
Related Links
Old Fashioned Week
Rhum JM
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