The journey starts here. To refine your craft, you’ll receive an exclusive invitation to inspiring education sessions, including a masterclass celebrating our world-famous spirits.
Guided by experts, you'll explore Classic serves with fresh perspectives, helping to spark ideas for your competition entries.
To enter, you need to have at least one Classic cocktail made with our brand(s) listed on your bar menu.
Then, create a fresh take on a Classic – your very own Future Icon – also using our portfolio and as recommended by your local advocacy team.
When you've crafted your cocktails, simply complete the entry form to register.
Submission Closing Dates:
UAE
20/10/2025
Singapore
10/11/2025
Thailand
10/11/2025
All competing cocktails must be featured on your bar menu, so you can share your serve with as many guests as possible.
During the promotion period, our judges will visit, looking for the perfect mix of tradition and innovation, and will shortlist the bartenders invited to the National Finals.
To help make your drinks famous, you’ll get branded assets to promote them and their story, both in venue and online.
UAE
01/11/2025 - 30/11/2025
Singapore
01/11/2025 - 31/01/2026
Thailand
01/11/2025 - 31/01/2026
On the day, you’ll present your Future Icon entry cocktail and also be challenged to unleash your creativity by creating a new serve that stands out from the cocktail crowd.
The challenge will be tailored to your country and inspired by a current trend, ensuring a fair platform for everyone.
A panel of industry experts will select three National Finalists who will progress to the Regional Final in Bangkok.
UAE
04/02/2026
Singapore
23/02/2026
Thailand
23/02/2026
You’ll be welcomed to Bangkok for five unforgettable days filled with inspiration, connection, and competition.
Across the week, you’ll explore the city alongside bartenders from other participating countries, learn from industry leaders, and take on two final challenges: the Individual Final and Team Challenge.
Before the week is out, we’ll crown the FUTURE ICONS champions and raise a glass to their success.
09/03/2026 -13/03/2026
If you win the Regional Final, you will join the the Spirit Trail across Europe to discover the stories, flavours, and inspiration behind our world-famous brands.
Along the way, you’ll visit iconic venues, meet local legends, and uncover the craft that makes each spirit unique. This journey will spark new ideas for your serves and connect you with the rich heritage and innovation at the heart of our portfolio.
More details to be shared soon.
25/05/2026 - 29/05/2026
UAE
Singapore
Thailand
Outside of these countries? Stay tuned for 2026 / 2027
Outside of these countries?
Stay tuned for 2026 / 2027
