Think Spirits is gearing up to launch the Dragons’ Cup at this year’s event, offering attendees the chance to be part of an interactive and light-hearted debate about the spirits category.

Echoing the popular Dragons’ Den TV programme – but conducted at speed – the Dragons’ Cup puts ‘Pitchers’ in front of a panel of ‘Dragons’ and in front of a live audience.

The five Pitchers must persuade the Dragons that the spirits category they are championing – Gin, Rum, Whisk(e)y, Vodka and Tequila/ Mezcal respectively – has what it takes to spearhead future engagement and sales growth in any spirits portfolio.

The Dragons (experienced spirits buyers drawn from across the trade) will then be given two minutes to question the Pitchers (well-respected category ambassadors), before retiring to consider their verdict.

The audience will then be asked to vote on its favourite pitch before the Dragons return to deliver judgement of their own.

The results of The Dragons’ Cup, including both Dragon and audience winners and highlights from each Pitcher’s pitch, will appear in Drinks Retailing News print editions and online.

The Dragons’ Cup session will kick off Think Spirits at 11am on April 28 2020 at St Mary’s Marylebone in London.

Think Spirits is the latest addition to Agile Media’s series of Think Drink Events, bringing together Think Gin, Think Rum, Think Agave, plus the newly-launched Think Whisk(e)y and Think Vodka, and allowing attending buyers to meet these five key categories under one roof.

In addition to the Dragons’ Cup, the Think Spirits day – which runs from 10.30am to 6pm – will include lunch and masterclasses for each spirits category. 

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