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In 2004, the Bar Wizard- Bar Challenge was held in conjunction with Dabur Real Juices for bartenders from Delhi only at Annabelles, Intercontinental, New Delhi supported by Mr. Amit Burman, CEO, Dabur Foods Ltd.
After three competitions in a row, The Carlson Hospitality (Radisson, TGI Fridays, The Park Plaza, Country Inns & Suites, The Park Inn) put in their faith in our expertise of successfully organizing Bar Competitions at a national level, henceforth resulting in Carlson Spirited Bartenders Challenge for South Asia region. It was held from 1st – 3rd June 2006 at Radisson New Delhi and then this year,2007 at MBD Radisson, Noida with 60 participants representing their organizations spread all over the nation under the umbrella -1 Carlson with great support from Mr. K.B.Kachru, Vice President, Carlson Hotels, South East Asia.
It is an international level championship where bartenders from all over India and other countries can participate in flair and mixology bartending competitions. Sandy Verma – Managing Director IBOM says "Our goal as the creators and organizers of this competition is to create a platform where customers come out to watch a great event. Everyone involved achieves their goals and any bar manager or owner who watches walks away thinking that they would like to have these kind of bartenders working for them.”
A competitive market has motivated the desire to be noticed which has created high-spend areas in the event industry as well as the party circuit, thus creating other areas where the demand for skilled bartenders is very high. A competition like this gives hoteliers and restaurateurs a glimpse into a bartender’s true expertise and phenomenal talent as well as exposes these talented students of this expanding profession to the industry. IBOM’s objective is to promote bartending competitions across India.
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Institute of Bar Operations and Management (IBOM)
owns a property - a national bartending competition and recognition awards for the beverage industry, titled Bar Wizards- Bar Challenge & Bar Awards, which was conceptualized by its CEO, Sandeep Verma, launched, produced and managed by IBOM. The event was organized for the first time in 2003 and saw participation from 32 bartenders who pitted their skills against each other for the final prize.]
In 2005, The Bar Wizard- Bar Challenge became popular nationwide with 70 bartenders participating from various parts of the country. For the first time, the competition saw the participation from female bartenders. (One of them eventually ended up as a Bar Wizard Junior). The event was supported by Mrs. Jyotsana Suri, MD, Grand-The Intercontinental for the support & cause of profession of bartending.
JIM BEAM BAR WIZARD- Bar Challenge & Bar Awards, 2006 is what really took the competition to a different level on December 7, 2006. The showmanship, the flair, the right mix and a charming personality is what the best of country’s bartenders exhibited at the Jim Beam Bar Wizard- Bar Challenge & Bar Awards, 2006, organised at Elevate in Noida. The seven finalist bartenders were selected from among 70 participants across the country through two-day prelims. The finalists exhibited their best to a celebrated jury. A new feather was added to the show when the bar awards were introduced in the competition, keeping in mind to recognise the related aspects of beverage industry which has become a multi faceted industry and is exponentially growing by the hour. The bar awards was judged amongst the bars in Delhi only. This year it shall be a national feature.
Explaining the objective behind such an event, Sandy pointed out "Internationally, the concept of bartending competitions is extremely popular. In India, the bartending industry is increasing every day. The overwhelming influx of entrepreneurs opening up bars and pubs has provided the bartending industry with a long awaited shot in the arm.”