Around 4 months ago we began work on a campaign to attract the World’s best bartenders to enter the mother of all bartending competitions. And just a few weeks ago we were kindly invited over to New Zealand to witness it.

Part of our challenge in promoting the 42BELOW Cocktail World Cup was to define a vision that would be distinct enough to carry off this unique event. Now we know first hand why this is such a revered occasion in the bartending calendar:

It’s a week long. And it’s in New Zealand. With helicopters... and jet boats... and booze.

We're not going to give a blow-by-blow account of what went on. Take a look below and you should get the gist.