LOS ANGELES, CA - Get ready to shake things up in the fresh produce aisle. POM Wonderful® is highlighting the foodservice industry by stirring up some attention as it recently launched a social media cocktail contest dedicated to supporting local bars that were impacted by pandemic closures. With many cocktails deriving flavor and balance from mixers and add-ins, this trade news writer anticipates a flurry of footsteps to hit the produce section as contestants experiment with delicious and fresh ingredients.
“The bar community played an important role in the beginnings of POM Wonderful 100% Pomegranate Juice, bringing to life the iconic POMtini and pomegranate margarita. With so many bars impacted by COVID-19 closures, we wanted to rally behind those who have supported us,” said Adam Cooper, Senior Vice President of Marketing, The Wonderful Company. “Through a friendly competition and unique POM cocktails, we hope to bring some hope, excitement, and flavor to the bars and bartenders that have had a challenging year.”
As a cocktail ingredient, POM Juice adds a unique burst of flavor and antioxidant goodness, perfect for those looking for a better-for-you mixer. The competition will put bartenders’ mixology skills to the test as they create cocktails using POM Wonderful 100% Pomegranate Juice.
According to the release, entrants will be tasked with developing a signature POM-inspired cocktail. From there, imagination can take place and cross-merchandising and marketing opportunities abound.
Mixologists across the country are encouraged to highlight the sweet-yet-tart taste of POM Juice and enter the #POMCocktailContest as entries will be judged on presentation, creativity, diversity of ingredients, and the extent to which POM Juice is featured. This a great opportunity to market and promote seasonal and delicious produce to bring both interest and flavor to the next frequently ordered bar hit.
Entrants must then share a photo of their creation on Instagram along with the recipe, tagging @POMWonderful, and nominating a local bar. Up to 10 finalists will be selected to be featured on POM Wonderful’s Instagram page on October 1 where voters can “like” their favorite recipe. The top five winners will be selected on October 11 and will be able to designate a deserving bar to receive a $10,000 cash prize to help them recover from pandemic hardships along with a year’s supply of POM Juice into cocktails.
Which new libation will we see take center stage to incorporate all that is fresh, bold, and innovative our industry has to offer? Stay tuned as we report.
