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


Make Beefeater Gin the spirit of choice for leading bartenders around the world for the third year running. Each year MIXLDN, the world’s largest gin competition, gets bigger and better, which meant 2017 would have to top the lot.

Insight + Strategy

The bartenders who enter aren’t just the best at their job; they’re also influencers in their industry. By getting them on board with the brand, we knew it would help elevate Beefeater’s position in top bars and venues worldwide. We developed a platform to 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 32 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.