Brisbane bartender Ed Quatermass strutted his stuff at the iconic Sydney Opera House, taking home the title of champion at the Moutai Enter the Dragon 3 Cocktail Competition. The event, held on October 29, 2024, saw Quatermass outshine his competition with his signature cocktail, Beautiful Punch, which featured flavors combining Milo, shiitake mushrooms, coffee liqueur, vanilla, and, of course, Moutai Prince.
"Taking part in this year’s Moutai Enter The Dragon 3 competition has been an unforgettable experience," Quatermass shared following his win. He expressed gratitude for the opportunity to represent Brisbane at such a prestigious event and emphasized the close-knit nature of the hospitality community.
Out of ten national finalists, each contestant had five minutes to showcase their cocktail artistry, incorporating at least 30ml of Moutai. With his win, Quatermass earned the title of 'Moutai Master' and walked away with the exciting prize of $10,000, which he surely plans to celebrate with his fellow bartenders.
Assisting Quatermass was the competition's esteemed panel of judges, who praised the impressive creativity and skill demonstrated by all finalists. Dan Zhao, Moutai's Brand and Marketing Manager for Australia, lauded the competitors: "A huge congratulations is owed to all of our finalists who delivered exceptional creativity, knowledge of Moutai, and dedication to their craft this year." The judges witnessed innovative flavor blending and the rich complexity Moutai has to offer.
Interestingly, the beverage itself—Moutai baiju—was recently recognized as the world's most valuable alcohol brand by Kantar, boasting a valuation of over AUD $127,000 million. Despite this impressive figure, there was a slight dip of 2% from its 2023 value, attributed to challenging market conditions affecting other leading baijiu brands. Industry experts, like Han Ye from Kantar’s China Advisory Business, suggest Moutai’s ability to adapt to younger consumers has been key to its continued prominence.
"Baijiu brands are trying to win over younger generations by building associations with new moods and occasions," Ye noted, highlighting the brand’s careful navigation through changing demographics.
After Moutai, the next most valuable baijiu brand, Wu Liang Ye, boasts a brand value of over AUD $13,500 million, placing it firmly as the seventh most valuable brand globally. Other notable brands like National Cellar 1573 and Luzhou Laojiao also made their mark, landing 10th and 19th places, respectively.
On another side of the cocktail scene, Miami is set to host the highly-anticipated Barra México, debuting its vibrant cocktail event from November 24th to 26th, 2024. Barra México is recognized as the largest and most comprehensive bar and cocktail event across Latin America, and this upcoming installment marks its 10-year anniversary of setting trends both regionally and internationally.
The Mexican cocktail industry has been experiencing explosive growth, with renowned bars consistently ranking among the best worldwide. Just recently, the Handshake Speakeasy was crowned the World’s Best Bar at the prestigious 50 Best Bars list, solidifying the country's reputation for cocktail excellence.
The event will connect brands from across Mexico and Latin America with industry leaders and cocktail enthusiasts. The venue, the Rubell Museum, is set to host more than 50 craft spirits, targeting industry professionals with over 20 engaging seminars led by celebrated bartenders and distillers. Notably, there will be additional events focused on the public, ensuring everyone can indulge in Miami’s burgeoning cocktail culture.
Behind the inception of Barra México are Ara Carvallo and Paula Garcia, who envisioned creating a networking space within the spirits industry. Their first event, held back in 2015, gathered only 850 attendees, but quickly grew as it became clear there was substantial interest and excitement surrounding cocktails.
Garcia articulated their vision at the event’s foundation, highlighting the importance of promoting local brands and enhancing industry networking opportunities. "We considered this event was the format we needed to replicate to show what Mexico was doing, but also to bring people from outside to help professionalize our sector,” Garcia explained.
After experiencing immense support from the government of Guanajuato, Barra México relocated to San Miguel de Allende for several years. But recognizing Mexico City as its vibrant heart, the duo opted to continue with their larger event there during the first half of the year, shifting to the Miami event each November for added flexibility.
“I was very curious about Miami. I think it’s a city with incredible potential; they have vibrant gastronomy, and nightlife plus, obviously, there’s a significant Latin presence, which was important for us,” Garcia noted.
Apart from the cocktail scene, Barra México is dedicated to fostering community spirit within the industry. The organizers hold the belief—in direct connection to their mission—that bartenders, through their interactions, serve as natural ambassadors for brands and contribute to creating immersive experiences for patrons. This community-driven ethos is pivotal as they promote not just the cocktails themselves, but the artistry and culture behind them.
Inclusivity and sustainability stand at the forefront of Barra México’s initiatives. Garcia placed emphasis on the importance of creating equal opportunities, working with women-owned companies, and ensuring all participants feel safe and supported at events. “We still realize we are part of an industry led predominantly by men, yet we strive to create visibility and opportunities for women bartenders as much as possible," she shared.
Notably, their approach to sustainability includes thoughtful practices—replacing single-use plastics with glassware and utilizing innovative, low-impact cleaning processes for rinsing. Attendees can also expect exciting vegetarian and vegan gastronomy options, changing the traditional food offerings usually associated with such events.
Barra México also partners with local organizations like Cerrando el Ciclo, promoting recycling strategies for bottles used during events by transforming discarded materials for charitable purposes. This showcases their commitment to both environmental conservation and community support.
Garcia succinctly captured the spirit of Barra México: “We decided if we were going to create this event of such size, we wanted it as sustainable as possible.”
Both Ed Quatermass's triumph at the Moutai competition and the upcoming Barra México highlight the vibrant, creativity-filled cocktail scene both nationally and internationally. From raising the bar with innovative drink creations to uniting communities through shared experiences, cocktail events continue to evolve and resonate within the cultural fabric of countries like Australia and Mexico.
