J. Rieger & Co., a distillery with historical roots in Kansas City, has initiated a nationwide contest for professional bartenders centered on the creative use of its signature Kansas City Whiskey. This expression differentiates itself on the market because it uses aged oloroso sherry.
J. Rieger & Co. names the contest for professional bartenders 'The Road to Jerez.' The event is structured with regional semi-final events in several major U.S. cities, culminating in a final round at Bar Convent Brooklyn 2026, a prominent international spirits trade show. Participants who advance will engage in an educational program at the distillery, and the ultimate winner will receive a trip to Jerez, Spain, to tour the sherry bodega that supplies the casks used in the whiskey's production.
Image Credit: J. Rieger & Co.
What Makes This Trend Stand Out
- Cross-industry Collaborations
- The contest's partnership with a sherry producer exemplifies the potential of cross-industry collaborations to create uniquely differentiated products.
- Experiential Marketing in Spirits
- By offering a sensory-driven experience through the contest and educational program, spirits brands can craft compelling narratives that enhance brand loyalty.
- Profession-specific Competitions
- Hosting competitions tailored to specific professions allows brands to directly engage and inspire key industry influencers, fostering brand advocacy.
Sectors Adopting This
- Alcoholic Beverage Industry
- The whiskey contest highlights innovative strategies within the alcoholic beverage industry aimed at capturing niche markets through product differentiation.
- Event Marketing Industry
- The competition structure reveals the effectiveness of event marketing in generating interest and engagement within targeted professional communities.
- Travel and Leisure Industry
- Incentive travel, such as the trip to Jerez for the contest winner, demonstrates potential in driving motivation and participation in professional promotions.
