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”.
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.