The 5th edition of the only international contest for barwomen – or bar ladies – is kicked off
Bologna, 22 May 2019 – Bar counters all over the world are getting pinker and pinker: there are no official figures available, but the increasing number of women enrolling in the only international contest dedicated exclusively to women specialised in mixology do not lie. Lady Amarena was created in 2015 to celebrate the 100th anniversary of the “invention” of Amarena Fabbri.
Amarena Fabbri was a female invention: it was Rachele Fabbri, the great-grandmother of the current managers of the Bolognese company, who gave life to the product, revolutionizing the fate of what had been born as a small distillery and has become an ambassador of Italian taste all over the world.
There more than 200 contestants from 17 countries in 2018, after the competition went global and following the creation of the Lady Amarena China special edition – the company has been operating in the Chinese market for decades.
Lady Amarena is, as of today, the world’s only international contest dedicated exclusively to the female universe of mixology.
“We have always promoted the professional training and the creation of work opportunities for young people, especially for women”, states Nicola Fabbri, the fourth generation of the founder’s family. “But with Lady Amarena, we also want to “use” the attention and sensitivity typical of the female character to promote more responsible and self-aware drinking, even when young people are having fun together”.
2019 EDITION – 9 National Ladies + 3 Rest of World runners-up
The 2019 edition is characterized by the increasingly international vocation of the contest. In addition to Italy, there will be 8 national titles in the competition: Lady Amarena Spain, Singapore, South Korea, Cyprus, Romania, China, Nigeria and UAE. A geographical choice that highlights the close relationship Fabbri has with the markets in Eastern Europe and the Far East, where Fabbri’s iconic product has won the hearts and palates of local consumers.
In addition to contestants from these countries, the Barwoman welcomes participants from all over the world: side by side with the national “queens”, a Global Desk Jury will select three participants for the finals, among barwomen from all over the world.
The total number of top Barwomen who will go to the finals is therefore 12. The finals will take place in Bologna and will choose the 2019 Lady Amarena.
How it works
From May 20th to June 26th, Lady Amarena wannabes can enrol by sending, either on the dedicated national portal (for the 9 participating nations) or the international portal (see the table Digital platform & Collateral), the recipe for their own original cocktail, using Amarena Fabbri, Mixybar Amarena Fabbri or Marendry Bitter Fabbri. They must also attach a presentation and a photograph of the cocktail. All photos will be presented together in a dedicated gallery on the contest website.
The cocktail can be alcoholic or non, and must not contain more than five ingredients. They can also be coffee-, milk- or tea-based, with an eye on a young public that is always willing to experiment and is interested in healthy alternatives.
The cocktail must fulfil 5 criteria:
Taste and balance – Presentation and aesthetics – Oral and written communication, in English only – Replicability (ingredients that are easy to find, preparation time, final cost) – Technique.
According to these criteria, the cocktails in the competition must overcome several levels of selection by our jury of experts, who will operate via Desk or Live in each country, in close coordination with the local Fabbri1905 offices.
The Juries will then choose the 12 finalists who will be flown to Bologna as Fabbri’s guests for an unforgettable trip in October. They will be challenging each other in the finals in their quest for the prestigious title of Lady Amarena.
For additional information, for all the details and the terms and rules (in Italian and English), please visit ladyamarena.it
Even language is resistance. Because although it is true that “catering is female” – more than 50% of people working in the sector are women (data: Fipe 2019), it cannot be denied that there are still many creative niches still out there where female presence is an exception, drowned – also linguistically – in the “dominant” gender. Everybody knows the figure of the barman. Very few know a Barwoman, the female counterpoint that has been bringing a spirit of innovation in a historically masculine sector in the past few years.
Just think: the last two editions (2016 and 2017) of the most prestigious international bartender contest, the Diageo Reserve World Class, had more than 10,000 participants from 57 countries, were won by two young women, Jennifer Le Nechet from France and Kaitlyn Stewart from Canada. In Italy, where there are only a few hundred barwomen today, a wind of change is blowing, and in 2017 it led to the coronation of a woman, Irene Deiara, as best Italian bartender.
This is as modern a subject as can be, reawakened internationally by the explosion of the #metoo movement, now embracing a more general reflection on the role played by women, with an increasingly popular #TimesUp. Even Julienne Moore mentioned it in Cannes this year, talking about gender equality in the movie industry and in all other professional fields.
In any case, a careful eye on health and taking care of others are part of the genetic material of every woman, an addition to skills and competence. Creativity, sensitivity, ethics, a connection with tradition, are added values that women have been bringing into the universe of mixology.
Among the first to understand this is Fabbri 1905: for 5 years now we have been dedicating an international contest, Lady Amarena, to shaker artists, an event created to celebrate the 100 years of the invention of the mythical Amarena Fabbri.
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