Beverage mixology and art: what do they have in common?  They’re both big on design.

The makers of Effen Vodka have put together a traveling event that explores this concept.  Aptly named The Art of Design, the event brings together local mixologists, artists, and people who can appreciate the creations of both.*

Just FYI: Effen, being phonetically tongue in cheek for English speakers, is Dutch for “smooth”.

Guests sampling martinis featuring effen vodka
Guests at the Art of Design event were treated to traditional martinis featuring Effen Vodka.

The tour visitied Los Angeles in early March with a stop at the William Turner Gallery in Santa Monica.  Hundreds of vodka enthusiasts turned out to sample the visual and pallatable offerings.

The subplot of the event was a competition pitting local mixologists against each other to use Effen vodka and additional ingredients to create a unique and crowd pleasing martini.  Guests sampled the hand crafted beverages and voted for their favorites.

Governing the event were a few officials including Bobby “G” Gleason, a master mixologist and Brand Education Ambassador for Beam Global Spirits and Wine, Inc.

I asked Bobby G. to explain how he judged cocktail contests.  “Each cocktail”, he explained, “is judged on its own merit: originality, creativity, and most importantly how it tastes”.

Five teams were present, each identified by a rainbow color.  I sampled two of the custom martinis — from the Orange and Yellow teams — but as the crowd inside the Gallery grew to a tumultuous swell, I left the remainder to the judges.

My pick of the two was the Orange team’s mixture of Effen vodka with basil, St. Germain, lime, and apple juice.  A new take on an apple martini, it was a bit flowery but not too sweet for a man to drink.

To get a better feel for the event, check out this video I put together.  You can watch it below or follow this link to watch it on YouTube.  Cheers!

*This event was sponsored by the makers of Effen Vodka and was free for all to attend.