Torres Brandy will host the third edition of the Torres Brandy Zero Challenge, a pioneering competition dedicated to sustainability in hospitality, with the global final taking place in Barcelona from March 25 to 27, 2025.
The highly anticipated three-day event will bring together top hospitality professionals from around the world, each presenting their innovative sustainable project to a distinguished panel of international judges. The winner will receive €30,000 to implement their vision in their venue, reinforcing Torres Brandy’s ongoing commitment to environmental responsibility and climate action.
A Challenge to Drive Sustainability in Hospitality
The Torres Brandy Zero Challenge was created to inspire eco-conscious innovation in the bar and restaurant industry, aligning with Familia Torres’ long-standing efforts in sustainable wine and spirits production. Now in its third year, the competition has expanded globally, reaching a wider range of countries and a diverse array of projects beyond the bar industry, including restaurant teams.
Each competing proposal addresses critical socio-environmental challenges, such as:
- Reducing CO₂ emissions and waste
- Recycling materials for new uses
- Promoting social inclusion in hospitality
Finalists from each participating country will compete in national qualifiers throughout February 2025, before advancing to the Global Final in Barcelona.
Celebrating Past Innovators in Sustainability
Previous winners of the Torres Brandy Zero Challenge have already made a significant impact:
- 2023 Winner: Giacomo Giannotti, owner of Paradiso, Barcelona (No. 1, The World’s 50 Best Bars 2022), won with his Zero Waste Lab project, transforming plastic waste into reusable bar tools.
- 2024 Winner: Alberto del Toro from Mexico was recognized for Taller Zero, Giving a Second Chance, an initiative that repurposed discarded glass bottles into ashtrays, cups, and lamps while employing elderly individuals at risk of labor exclusion.
The 2025 finalists will be judged in four categories:
- Innovation – Addressing a key hospitality challenge with a feasible solution
- Sustainability Impact – Demonstrating measurable environmental benefits
- Business Viability – Ensuring financial sustainability and profitability
- Scalability – The potential for growth and global application
A Global Competition with a Far-Reaching Impact
The 2025 Torres Brandy Zero Challenge will feature finalists from 11 countries across three continents, including:
- United States
- Canada
- Mexico
- Spain
- Italy
- Norway
- Finland
- United Kingdom
- Romania
- South Korea
- Greater China
These finalists will compete for the €30,000 grand prize, aiming to set a new standard for sustainable hospitality worldwide.
Looking Ahead: The Future of Sustainable Hospitality
With increasing focus on sustainable practices in the food and beverage industry, the Torres Brandy Zero Challenge plays a crucial role in inspiring change and innovation. The 2025 global final in Barcelona is set to showcase the next groundbreaking sustainability projects that will reshape the future of bars and restaurants.
Stay tuned for updates as the local finalists are announced at the end of the month.
