Registration is open for the inaugural 2019 Brooklyn Bel Air Sour ‘Party Tartly’ Cocktail Cup

Australian bartenders this is your chance to put your mixology skills to the test – in an all new cocktail competition with a killer prize and an unexpected ingredient.

The Brooklyn Brewery team in Australia has today announced the inaugural Brooklyn Bel Air ‘Party Tartly’ Cocktail Cup – a world first for the Brooklyn Brewery, to celebrate the launch of Bel Air Sour, an all-new sour ale set to hit Australian shores in October.

The Brooklyn Bel Air ‘Party Tartly’ Cup is a by invitation cocktail competition that will challenge bartenders across NSW and VIC to flex their mixology skills with a less than traditional ingredient –sour beer. Thanks to Bel Air Sour’s tropical aromas and tart edge, this new brew is a tasty andversatile ingredient for making beer cocktails. Competitors are invited to create an original Brooklyn Bel Air Sour ale cocktail using no more than five ingredients; then promote their drink during the month of November in venue and online for a chance to secure a money-can’t-buy Brooklyn NYC experience!

On Monday 9 December 2019, the ‘Partly Tartly’ Cocktail Cup will culminate in a first of its kind Brooklyn-themed ‘Party Tartly’ Day Event, featuring 70s inspired DJ sets, flamingos, party shirts and sweet BelAir Creations, officially marking the launch of Bel Air Sour and crowning the first ever ‘Party Tartly’ CupWinner.

Ahead of the Event, the top three entrants in both NSW and VIC will be selected, and interstate competitors will be flown to Sydney on 8 December where their Bel Air cocktail will be showcased at the BROOKLYN inspired rooftop party. The lucky winner will receive an all-expenses paid trip to New York City including flights, accommodation, a Brooklyn Brewery Tour, a Heli Tour of NYC, as well as a $4,000 cash prize. Their winning cocktail will also be featured in the January 2020 edition of Australian Bartender Magazine!

But that’s not all. On top of all this they will have the chance to rub shoulders with New York City’sfinest bartenders with admission to Bar Convent Brooklyn – the premiere event for bartenders of New York City. Bar Convent Brooklyn will be held in June 2020.

“BROOKLYN’s Bel Air Sour was a small limited-edition brew, which rapidly became one of Brooklyn Brewery’s fastest growing core beers and the USA’s #3 sour beer by value (USA IRI, Aug19),” says Kirsty Harding (Head of Marketing – Malt Shovel. “With the local growth of sours also exploding (210KL MAT, +574% vs YA – AUS IRI, Jul19) we’re excited tolaunch Bel Air sour as a new permanent addition to the Brooklyn Brewery range in Australia. Bel Air is a beer that is big on refreshment and captures what it means to be ‘Party Tartly’ – to be open, curious, and ready for the unexpected… and what could be more unexpected than launching it with a cocktail competition.”

From its brewing journey, to the beer itself, to its uniquely Bel Air neon and ‘pink flamingo party shirt’look, Brooklyn Bel Air Sour is full of surprises. It starts up with bright notes of tropical fruit upfront and a unique finish that is both crisp and gently tart. It’s laid back, breezy and completely refreshing.

To learn more about Brooklyn Bel Air Sour or the ‘Bel Air Partly Tartly Cocktail Cup’, please reach out to your local Malt Shovel Hunter, LION Sales Representative or Brooklyn Brand Ambassador, Miro Bellini.

How to enter
Venue Registration is by invite only
Registration Opens: 16th Sep
Registration Closes: 9th Oct
Attend a Sour Education Session – Mel 7th Oct. Syd 9th Oct
Competition Entry Open: 14th Oct
Competition Entry Close: 4th Nov Top 6 Announced: 28th Nov
Party Tartly Day Party (SYD): Monday 9th Dec

#brooklynbelaircocktailcup #partytartly @brooklynbreweryaus

For information, email: brooklyn@maltshovel.com.au.

The Brooklyn Brewery® is located in Brooklyn NYC. The Brooklyn Brewery is a leading global independent craft brewer and pioneer of the American craft beer revolution. From our home in Williamsburg, Brooklyn, we draw inspiration from our local community of innovators and makers to spread the culture of craft beer to 30 states and more than 30 countries on 5 continents. Learn more at brooklynbrewery.com.

* Malt Shovel as part of Lion is the distributor of Brooklyn Brewery in Australia

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