By James Atkinson
Close to 200 venues are competing in SouthTrade's Liquid Miles trade incentive program this year, the spirits distributor says.
SouthTrade International's Toni Law (pictured) told TheShout the participants include many first time entrants attracted by a larger prize pool that will for the first time send two winning bar teams to New Orleans for Tales of the Cocktail.
"There is a small bar category where contestants will be mystery shopped to test their knowledge of SouthTrade's brands," Law said.
"There is also a section for venues with larger capacities – here we will be looking for brand visibility and volume uplift."
She said all participating bars have a great chance to win as all sales volume achievements are measured against venue capacity.
"The winning bars are likely to be venues that have a good knowledge of the SouthTrade brands they are selling."
"Venues that promote a range of cocktails containing SouthTrade brands will have a great chance to be on the plane for TOTC."
Law will join the winners of Liquid Miles 2013 as their chaperone to New Orleans.
"Last year's finale party was fantastic and this year I am really looking forward to joining the winners on their journey to New Orleans for Tales of the Cocktail – it's going to be a blast!"