AdminJameson, the world’s most awarded Irish whiskey, has officially announced the return of its annual Jameson Black Barrel Bartender Series, now entering its fourth year. This prestigious competition, open for entries from 13 January to 17 February 2025, invites bartenders worldwide to showcase their creativity by crafting unique cocktails featuring Jameson Black Barrel Irish whiskey.
The competition has gained significant traction, with last year’s edition receiving 355 video entries across 46 countries—an impressive 130% increase compared to 2023. This growth highlights the Bartender Series’ role as a premier platform for showcasing the creativity and innovation of bartenders worldwide, setting the stage for another exciting year of remarkable entries.
Malaysia’s Winning Streak
Malaysia has firmly established itself as a force in the global bartending scene, with two consecutive global winners in 2023 and 2024. Thanesh Joel from Backdoor Bodega and Rohan Matmary from Trigona made history with their inventive cocktail creations, reflecting Malaysia’s rich cultural heritage and culinary creativity.
Speaking about the competition’s potential impact, Claudia Cabrera, one of this year’s judges, noted, “I expect to see bartenders looking backwards in time, using plants and herbology to make cocktails – from tree saps to herbs and roots and beyond. Additionally, I predict we will see cocktails that will bring ancient ritualistic beverages and their ingredients, such as Tejate (prehispanic maize and cacao ‘drink of the gods’) and Pulque (2,000+ year old Mesoamerican fermented agave drink), to the wider world, shining a light on regional culture.”
The competition provides a unique opportunity for bartenders to celebrate their local culture and ingredients while gaining global recognition. With the 2025 edition, Malaysia is poised to continue its remarkable winning streak.
Emerging Trends for 2025
The Jameson Black Barrel Bartender Series has become a barometer for industry trends. Judges predict 2025 to be the year of bold experimentation, with extreme flavour combinations and unconventional ingredients leading the way.
“Minimalism is out, and extremes are in!” Judge Danil Nevsky, known for his innovative approach to bartending, remarked, “Expect to see unseen ingredient combinations in drinks pushed further, like parmesan and espresso, as well as extreme savoury ingredients, such as mushrooms, anchovies and even root vegetables, used to push classics like the dirty martini to the very edge.”
Another trend to watch is the infusion of culinary techniques into mixology. Judge Millie Tang predicts a surge in the use of pâtissier methods, elevating the art of cocktail creation. Additionally, visual experiences such as bioluminescent drinks and dramatic garnishes are expected to captivate audiences.
Prizes and Mentorship
The competition offers more than just recognition. Each of the three global champions will receive a €5000 cash prize, a mentorship programme with industry experts, and an all-expenses-paid trip to Cork, Ireland, to participate in the Jameson HOSTS Global Summit.
Jameson Global Advocacy Manager Tony O’Brien shared highlighted the importance of mentorship, stating, “An addition to the cash prize, the mentorship offers that element of giving back to the industry which we and our mentors are so passionate about, and we look forward to that again this year”
The summit, curated by award-winning bartender Remy Savage, will gather 100+ industry leaders, offering networking opportunities, seminars, and a celebration of the bartending community. From the top 24 regional winners, the competition will culminate in a live final in Cork, where the top three champions will be crowned.
With entries closing on 17 February 2025, the Jameson Black Barrel Bartender Series 2025 promises to be a thrilling showcase of creativity and innovation, reaffirming its position as a premier event in the global bartending calendar.
For more updates, visit the Jameson website or follow @JamesonHOSTS on Instagram.
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