Following its initial success, Woodford Reserve, the world’s number one Super-Premium American whiskey, is returning with a second edition of its ‘Global Bar Exchange’ programme, designed to bring together key bar partners across 13 international markets to encourage collaboration and inspire new ideas. Woodford Reserve continues to support the hospitality sector through the programme, to provide an immersive and educational cultural experience for participating bars.
In London, Woodford Reserve will be partnering with Three Sheets to host Cry Baby from the 1st – 3rd October, as well as partnering with Swift to host Sober Company from the 5th – 7th November. Beyond London, this year the ‘Global Bar Exchange’ will expand to include 5 additional key markets including Canada, Brazil, China, South Korea and Italy, with Melbourne also replacing Sydney for the Australian leg of this year’s event.
Taking place between September to November 2024, The Global Bar Exchange brings together leading bar talent from around the world. The bar talent will be paired up with another bar across the globe, immersing themselves into the culture and individual creations of their partner city. Partner bars will be inspired to create stand-out Woodford Reserve Old Fashioned cocktails based on the flavour notes, aromas and experiences of their visit, before taking part in a collaborative guest shift in the host bar.
The ‘Global Bar Exchange’ programme will be taking place alongside Woodford Reserve’s Old Fashioned Month, which will return again this year in November. The global campaign will encourage consumers and bartenders alike to celebrate the iconic cocktail in leading bars, restaurants, and stores across the globe.
Georgia Billings, Brand Ambassador at Brown-Forman, comments, “We are excited to be returning for this year’s Woodford Reserve Global Bar Exchange. With new bar partners and 13 international markets taking part this year, the programme will be even bigger and better than our first edition, as we continue to inspire ideas and collaboration between Woodford Reserve and hospitality professionals from across the globe”.
Commenting on this year’s programme, Nidal Ramini, Advocacy Director for Europe and Emerging International Divisions at Brown-Forman, said “We are incredibly excited to be returning with this year’s Woodford Reserve Global Bar Exchange. With several new markets entering the fray this year, the Global Bar Exchange 2024 promises to be even bigger and better than our first edition, as we continue to build long-lasting friendships between Woodford Reserve and modern hospitality professionals across the globe”.