Always a classic but never old fashioned – that is what Old Fashioned Week is all about. For 2018, innovation is the flavour, and sporting some positive controversy too: Anyone for a Cognac Old Fashioned perhaps? All set to celebrate the father of all cocktails, the Old Fashioned, bartenders around the world will reach for their mixing spoons and show off their old fashioned and new fashioned creativity for ten days in November. Old Fashioned Week (OFW) is the annual global celebration of cocktailing. It boldly increases its impact from its third year in 2017, and for 2018, it now launches with ambassadors in 13 international zones, to embrace many of the highest profile cocktail cities in the world. This embassy of top spirits experts and writers will help inspire bars to serve up the most classic, innovative, original, premium or daringly different Old Fashioned cocktails. They aim to extend the legend that makes it the most enduring and popular cocktail in quality bars (in the World’s 50 Best Bars). Bars are invited to participate by registering on the OFW website by 20 October; all set for Old Fashioned Week
1-10 November 2018. So expect to hear that bar call ‘Mix me an Old Fashioned’, from discerning cocktail drinkers in their favourite bars. www.old-fashioned-week.com [New website will be live from 3 September.]
Old Fashioned Week will target over 1,000 bars in 2018 (increasing from 800 participating bars in 2018). It has flourished from its modest concept to a worldwide diary date – thanks to its creators Michael Landart of popular neighbourhood bar Maria Loca in Paris, and rum enthusiast Cyrille Hugon who founded Paris Rum Fest and Rumporter Magazine. It partners internationally with six renowned brands: Angostura Bitters, Havana Club rum, Rhum J.M from Martinique, Monkey Shoulder blended Scotch malt whisky, and new for 2018 – Cognac Pierre Ferrand and Woodford Reserve bourbon. Participating bars will serve Old Fashioneds using at least two of these brands. Beyond that, they can freely use their other regular listed spirits. Consumers can enjoy individually conceived events, promotions, and generally good old fashioned drinking fun. Bars, and also shops, can announce their activities on the Old Fashioned Week website and show off their creations via OFW social media.
Cyrille Hugon, co-founder and director of Old Fashioned Week, comments: “The world adores a properly made Old Fashioned cocktail. This year we are expanding our network of enthusiastic ambassadors and keen to involve even more high quality bars, bartenders, and even shops and off licences. Old Fashioned Week is a celebration of cocktail heritage and bartenders’ skills, and also encourages innovation, and great cocktail banter amongst drinkers.
“Our desire is also to support the bars to attract customers and increase their cocktail sales. Every major city has bars offering quality rum and whisky at the top of their menus. Sophisticated drinkers will remain loyal to their Old Fashioneds, and a new generation of drinkers seeking to immerse themselves in stylish classics, will head to these destination bars.”