Irish Whiskey brand Jameson is encouraging bartenders to get involved in its newly launched ‘Grow Your Own Cocktail’ challenge by creating a signature drink that leverages local resources and ingredients.

Launched to promote local sourcing, collaboration and discovery among bartenders and producers, entrants are being asked to create a signature cocktail using Jameson as a base spirit alongside ingredients sourced locally from a farm, corner shop of local market.

Jameson is offering a €1,000 prize to be split between bartenders and producers who work in collaboration to create a Jameson cocktail. Entrants simply post their creation on Instagram outlining the ingredients used, the concept and explain why the brand should support them alongside with the hashtag #GrowYourOwnCocktail.

“The Grow Your Own Cocktail web series is integral in encouraging collaboration between the bar industry and their local craftspeople,” says Brendan Buckley, International Marketing Director at Irish Distillers. “The bar community has faced serious challenges in 2020, so now, more than ever the industry needs solidarity, creativity and innovation to help it through these times.”

Last year, the Jameson team brought bartenders, local farmers and producers together in communities across the globe to encourage mixologists to create locally inspired cocktails. The Jameson team captured all of their adventures, as part of its ‘Jameson Hosts’ initiative, which can now be viewed as part of a six-part web series.