KUALA LUMPUR, MALAYSIA, 22 JANUARY 2025 – Jameson, the world’s most awarded Irish whiskey*, is delighted to announce the return of its annual Jameson Black Barrel Bartender Series 2025 competition for its fourth year, open for entries from 13th January to 17th February 2025.
Following a wildly successful 2024 Series, which saw 355 video entries (+130% compared to 2023) across 46 countries, this year’s competition encourages Jameson’s global bartender family to once again submit a unique cocktail creation featuring Jameson Black Barrel Irish whiskey, championing their local cultures and communities through processes, ingredients and beyond.
Malaysia has proven to be a powerhouse on the global stage, with two consecutive global winners hailing from the country. In 2023, Thanesh Joel from Backdoor Bodega claimed the coveted title, followed by Rohan Matmary from Trigona in 2024. As the competition returns, the hope is to secure a remarkable third win in 2025, continuing Malaysia’s winning streak.
Industry giant’s industry trends for 2025
The Jameson Black Barrel Bartender Series offers a platform for uncovering and sharing emerging cocktail trends from across the globe, with entrants encouraged to explore the most exciting flavours in their unique geography. Last year’s competition saw the growing trend of localised flavours taking on a global stage. Entrants submitted cocktails featuring some of the most diverse regional ingredients, from fermented mare’s milk (Kumiss) to Smyliyan Beans, Mangosteen from Indonesia and walnut tree leaves from New Zealand.
Speaking on what they expect to see for 2025, judge Claudia Cabrera of Kaito Del Valle anticipates that weird and wonderful ingredients are set to disrupt the industry, explaining, “I expect to see bartenders looking backwards in time, using plants and herbology to make cocktails – from tree saps to herbs and roots and beyond. Additionally, I predict we will see cocktails that will bring ancient ritualistic beverages and their ingredients, such as Tejate (prehispanic maize and cacao ‘drink of the gods’) and Pulque (2,000+ year old Mesoamerican fermented agave drink), to the wider world, shining a light on regional culture.
Umami flavours will be dialled up, with algae and tomatoes being key players, and also using ingredients to create rare visual experiences – I expect to see concepts like bioluminescence, colour shifting and 3d printed ingredients pop up on menus soon.”
A focus on dessert techniques is judge Millie Tang’s prediction for an exciting 2025, commenting, “Culinary techniques in drink production will intensify – with a focus on methods and technology used by expert pâtissiers”.
In addition, Danil Nevsky, returning judge and hospitality consultant commented that extremes and maximalism is likely to be the major industry shift of 2025, commenting “Minimalism is out, and extremes are in! ‘Samey’ will be very much passé with bartenders exploring extremes. Expect to see unseen ingredient combinations in drinks pushed further, like parmesan and espresso, as well as extreme savoury ingredients, such as mushrooms, anchovies and even root vegetables, used to push classics like the dirty martini to the very edge. Drama won’t just come to cocktails in the ingredients. Dramatic garnishes and presentation will continue to get bigger and better across the year, whilst still being refined.”
An Exceptional Prize
Applicants for 2025 will be competing to win one of three €5000 cash prize, a once in a lifetime trip to Cork, Ireland to attend the Jameson HOSTS Global Summit and access to leading industry figures for the Jameson Black Barrel Bartender Series Mentorship Programme.
Uploading a video entry of their serve, cocktail submissions will use Jameson Black Barrel, an exceptional blend of expertly aged select batch whiskeys with smooth notes of toasted oak, caramel and vanilla spice.
The top 24 entries chosen by the judging panel for the ‘Regional Winners’, announced on 10th March 2025 on @jamesonHOSTS, will win a three-day, all expenses paid trip to Midleton Distillery, Ireland to attend the ‘Jameson HOSTS Global Summit’ curated in collaboration with award-winning bartender Remy Savage. An event where winners will gain access to 100+ members of the bar industry from across the globe, the summit offers unrivalled networking, inspirational seminars and community building, celebrating the ‘Must Be A Jameson’ spirit of community and bringing people together.
From this extended Jameson family of 24 Regional Winners, a ‘Top 10’ will be selected to compete in the live final at the Jameson HOSTS Global Summit, where 3 Global Champions will be identified through a unique blind tasting judging process. Here, two groups consisting of three judges and three mentors will adjudicate in isolation with their combined scores deciding 2025’s 3 Global Champions.
The global final, taking place in Cork, Ireland, will then crown the top 3 ‘Global Champions’, with each Global Champion earning €5000 and access to an innovative Jameson mentoring programme that includes in-person and virtual sessions with industry giants.
This year’s judges will see the return of Danil Nevsky of Indie Bartender, and the new additions of Millie Tang of De Vie and Claudia Cabrera of Kaito Del Valle. Additionally, returning mentors Remy Savage & Danil Nevsky will be joined by Eleni Nikoloulia, an accomplished bar and spirits journalist, World’s 50 Best Bars Academy Chair, educator and drinks festival organiser.
Mentorship Programme
Jameson Irish Whiskey – a famously smooth whiskey from a famously big family – is committed to expanding the Jameson family and community, with the Jameson Black Barrel Bartender Series mentorship programme aiming to provide guidance and support to aspiring bar professionals seeking to enhance their skills and knowledge personally and professionally in the wider bar community.
Commencing at the Jameson HOSTS Summit, the mentors will include summit curator Remy Savage, drinks industry journalist Eleni Nikoloulia and hospitality consultant Danil Nevsky. Each mentor, selected for their unique expertise on topics ranging from creative ideation and concept design right through to global marketing and social media branding, will be at the disposal of the 3 Global Winners, allowing them to pick their brain and ask for their expertise, such as exploring their very own bar concept or discussing professional development questions.
Speaking on the return of the mentorship programme, Tony O’Brien, Jameson Global Advocacy Manager, commented: “Following the runaway success of the Mentorship Programme in last year’s Series, we are excited to bring this back better and stronger this year. A true highlight of last year’s winners, they discussed their own bar projects and got to pick the brain of true experts and get that element of support that is so essential in our bartending community. An addition to the cash prize, the mentorship offers that element of giving back to the industry which we and our mentors are so passionate about, and we look forward to that again this year!”
The competition will be open for entries from 13th January 2025 and close at 23:59 (GMT) on 17th February 2025 for judging with the ‘Regional Winners’ announced on 10th March 2025 and ‘Top 10’ Finalists confirmed on 21st March 2025. All winners will be announced on the @JamesonHOSTS Instagram page.
For more information and updates, bartenders can visit the Jameson website or follow @JamesonHOSTs
