How to smash an online cocktail comp

If lockdown levels the playing field in an online cocktail competition, then shouldn’t we all be entering one right now with a better of chance of winning?

Well, Ben Reed’s got previous with cocktail competitions. Entered 1, won 1, retired. That’s a bit like being selected to play cricket for your country only once, batting no. 11 and not getting out but at least his record remains 100% intact.

Judging, on the other hand, is another ball game. For that, he’s made more than 100 appearances so who better to get the story behind the story on the following:

HOW TO SMASH AN ONLINE COCKTAIL COMP

Cocktail competitions can be much of a muchness, but ones that have stood out for me for whatever reason include: The Diplomatico Rum global final in Venezuela – 38 countries (and cultures) competing. The cacha?a comp with over 50 entries - I was judging the ‘twist on a classic’ category - only so many cacha?a Manhattans you can taste in a day. Creating the first ever multi-disciplined cocktail comp for Appleton Estate with the final in the grounds of Kingston University, Jamaica. Judging alongside Dick Bradsell in full drag and fine form.

And most recently, another first. A totally remote online cocktail comp during lockdown for Shakes in the City, Imbibe UK

On this occasion, cocktails weren’t tasted by the judges which, ok, isn’t the perfect scenario - but it certainly has its merits (I’ll come back to this) - as long as this detail is accommodated in the judging brief. Points allocation in this instance were on presenting skills, visual appeal, consideration of drink choice and application of creative brief.

So, here are a few top tips to consider if you’re thinking of entering an online comp anytime soon.

What’s your background?

If you’re not in your bar with its’ built in backbar then make an effort with your own - think colour and lighting.

(This is a good tip for anyone using any kind of video conferencing – there’s no excuse for bland – you only need to watch the news lately to spot the muppets who haven’t realised this – why go with the bookshelf backdrop just because everyone else does? (But if you absolutely have to, check what books are featured, they’ll say a lot about you))

Use props – anything to make your kitchen counter look less like a kitchen counter.

Time to play dress up

You wouldn’t turn up to a cocktail comp in scruffy jeans and a t-shirt if it was real life would you (well, ok, maybe you would) but why not make an effort? Have a delve into that fancy dress box at home.

NB It only needs to be your top half.

Got no autocue?

It’s tempting but if you are going to read from a script (best avoided) then at least make it bullet point and not verbatim as there’s a good chance the judges can see your eyes moving

What you see is what you get

Ensure the judges are seeing what you want them to see by angling your camera correctly. Is it the cocktail making process, the actual cocktail at the end or your face? Maybe use a tripod if you’re on your phone or definitely consider asking someone to hold it for you so you can move freely (esp if you’re making drinks).

Mute on, mute off

Make the most of the virtual world – despite everyone’s recent reliance on video calling, there may be some tech tricks you can use to impress the judges.

Conversely, consider using the mute button when other people are talking or you’re shaking a cocktail and then remember to turn it back on.

K.I.S.S

This might not be the best time to introduce that crazy ass flavour pairing that sounds disgusting on paper but honestly it actually works in real life. Maybe best to focus on ingredients people have heard of and can attach a taste to.

‘Sell the sizzle not the steak’

Pretty sure this is straight out of an old skool TGIs training manual but it makes sense. If your judges aren’t going to be tasting the cocktails as in this case then, with colourful language, think about describing what they taste like.. Use your words.

Many of the other rules of a cocktail competition still apply – notably, * do something.. anything.. to stand out.

Benefits:

Lockdown has definitely made cocktail competitions more accessible to enter, maybe the dangling carrot being that of course 4 virtual judges are less intimidating than a rowdy bar full of cocky bartenders. I don’t know but the fact that the drinks weren’t actually tasted may have been a good thing as anyone can come up with a good drink but the key to gaining experience in drinks comps remains – it’s about executing the brief, preparing well and smashing the presentation.

The virtual world is a great training ground for the real world. Go figure.

Downsides:

The judges have to make their own refreshments.

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