The cocktail scene is set to be stirred, not just shaken, as the Bar & Restaurant Expo proudly announces the much-anticipated return of the 2024 USBG Shake It Up Competition. This premier mixology event is scheduled to dazzle attendees from March 18 through March 20, 2024, at the Las Vegas Convention Center, bringing together the nation’s top bartending talents in a showdown of skill, creativity, and speed.
The Shake It Up Competition, a highlight of the expo endorsed by the United States Bartenders’ Guild (USBG), offers a unique platform for professional bartenders to showcase their mastery of the mixological arts. With the backdrop of one of the food and beverage industry’s largest gatherings, participants will compete live, crafting innovative cocktails that promise to delight the senses and push the boundaries of traditional mixology.
This year’s event is not only a competition but a celebration of the bartending community’s resilience and creativity. Tim McLucas, Vice President of Bar & Restaurant Group, expressed excitement about hosting the competition, emphasizing the expo’s role in spotlighting the innovation and energy driving today’s food and beverage scene. “As a gathering of the most innovative and up-and-coming professionals in the industry, this competition is the perfect showcase of the talent and creativity we aim to inspire through our expo,” McLucas said.
Competitors will be judged on a variety of criteria, including taste, aroma, presentation, and creativity, with the top two scoring bartenders advancing to the final round. The stakes are high, as the winner will not only earn the title of 2024 USBG National Champion but also represent the USBG at the prestigious 2024 IBA World Cocktail Championship in Portugal. The runner-up will have the honor of representing the USBG at the 2024 Pan-American Cocktail Championship, offering international exposure and opportunities to further their careers.
The Shake It Up Competition is open for entries, with bartenders nationwide invited to submit their applications by the November deadline. This event promises to be a highlight of the Bar & Restaurant Expo, offering unparalleled networking opportunities, a chance to learn about the latest industry trends, and, of course, the opportunity to experience some of the most innovative and delicious cocktails from around the country.
For those in the bar and restaurant industry, the 2024 USBG Shake It Up Competition represents not just a contest, but a celebration of the art and science of bartending. It’s an opportunity to witness the cutting edge of cocktail culture and to appreciate the creativity, dedication, and skill of its practitioners. So mark your calendars for March 18 – 20, 2024, and prepare to be shaken and stirred by the extraordinary talents at the Las Vegas Convention Center.
