How We Turn a Cocktail Competition into a Global Benchmark for Jameson Black Barrel
01
The Ask
For the past three years, since its very inception, Drink In Creative has been leading the Jameson Black Barrel Bartender Series – a global cocktail competition from one of the world’s leading spirit brands.From creating the competition from scratch to scaling it into a global platform, we have helped shape an event that celebrates creativity, innovation, and cultural storytelling.
In 2025, Jameson tasked us once again with delivering the competition end-to-end, from concept and content to operations and execution. With the brand’s global bar community growing rapidly, our challenge was to raise the bar even higher and cement the Jameson Black Barrel Bartender Series as a cornerstone event in the international bartending community, while continuing to grow participation and engagement.
02
The Approach
The 2025 edition invited bartenders from around the world to craft cocktails inspired by their local heritage, using Jameson Black Barrel as the base spirit. Judged by prominent industry leaders, the competition served as both a platform for professional recognition and a stage for cultural exchange.
Our role covered every layer of the competition:
Concept development & strategy: refining the competition structure, ensuring it evolved with the community while staying true to its identity
Social media management & campaign delivery: running global social media campaign on Meta, building awareness, anticipation, and driving entries
Video production services & graphic design: creating promotional assets and documenting the final
Event production & bar operations: delivering the three-day final in Midleton, including bar design, logistics, and service coordination
03
The Outcome
With entries and engagement doubling annually, the Jameson Black Barrel Bartender Series has grown into one of the fastest-rising global bartender competitions.
For Jameson, the Black Barrel Bartender Series is no longer just a competition, it’s a global movement. Over the last three years, it has evolved into a trusted platform that strengthens brand advocacy, loyalty, and cultural relevance in the bar community.
The 2025 edition marked its biggest and most impactful year to date:
500,000+ social media views during the campaign
400+ global entries, doubling year-on-year
At Drink In Creative, we scale brands by translating their business goals into content, experiences, and campaigns that resonate with audiences worldwide. By combining digital strategy, social media management, video production, photography, and event production, we’ve built the Jameson Black Barrel Bartender Series into a global benchmark for community-driven storytelling and creativity.
