Bartenders get creative to meet increasing demand

Bartenders get creative to meet increasing demand for single malt Scotch whisky

Glenfiddich has announced the top New Zealand bartenders who will battle it out to be named ‘Untouchable’ in this year’s Glenfiddich Untouchables bartender competition.

Now in its second year in New Zealand, the Glenfiddich Untouchables is a unique, peer-adjudicated competition that strives to find the cream of the New Zealand bartending crop and showcase the versatility and distinctive flavours of Glenfiddich Single Malt Scotch Whisky.

Entrants were asked to create a ‘signature serve’ using their chosen Glenfiddich variant that highlights the remarkable depth of flavour and complex characteristics of the whisky – from the fresh pear and subtle oak notes of the 12 year old through to the fig, sherry and rich chocolate characters exhibited in the rare 30 year old. Eight finalists from across the country will challenge 2008 Untouchables winner Riki Carter in the final event at his home bar, Matterhorn, in Wellington on 1 September.

As unique as the Glenfiddich range of whiskies, the Untouchables format is different in that the contestants’ serves are subject to the most discerning judging panel – their fellow Untouchables finalists.

The finalists include some of the industry’s biggest names, such as last year’s second and third place winners, Tim Etherington-Judge from Auckland bar Cartel and Matterhorn’s Claire Harlick, who both return for a second shot at the title. Motel’s Benedict Simpson from Wellington and Tony Trafford from Soho in Gisborne are also back to contest the final. Four new bartenders round out the finalist group.

Susan Browne, Lion Nathan Marketing Manager says, “We’ve been seriously impressed by the creativity and complexity of the entries which prove, yet again, that New Zealand is a nation of knowledgeable and passionate bartenders.

“The finalists have been selected on their skills in bringing out the unique characteristics of their chosen Glenfiddich variant, while ensuring they don’t mask the flavours expressed in the whisky. Some of the cleverly matched ingredients range from homemade camomile and aniseed liqueur, to pear and cinnamon jelly, pheasant eggs and red chilli.”

All entrants are encouraged to promote their Untouchable ‘signature serve’ in their bars, so that customers also get a chance to put them to the taste-test.

Browne adds, “This year’s Untouchables event has attracted nearly twice as many entries as the inaugural 2008 competition. This reflects the increasing popularity of premium single malt Scotch whisky with consumers and bartenders alike.

“Increasing demand for single malt Scotch whisky, particularly in Asia and the USA, has resulted in a global shortage of aged whiskies. More consumers are discovering the versatility of single malts and opting to trade up to the premium category.”

In New Zealand, Glenfiddich has benefitted from this premiumisation trend, enjoying domestic volume growth of 20% (MAT to June 2009) despite the Scotch whisky category (including blended Scotch whisky) declining by 5% over the same period.

ENDS

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