Amplify + Beefeater unite 32 finalists, but there can only be one winner...


Amplify were challenged to make Beefeater gin the spirit of choice for leading bartenders around the world.


These bartenders aren’t just the best at their job, they’re also influencers in their industry.


Develop a platform that would engage markets and deliver a world-class global event, celebrating skill and craft, putting the brand’s London heritage at the heart.



A creative platform and a global competition to find the best bartender in the world. The campaign was launched with regional competitions in 30 markets. Winning bartenders were flown to London for a three-day final. Featuring challenges designed to test their skills, and hosted by industry leaders such as chef Luke Raymont, the MIXLDN Champion was crowned on the final evening.