The best cocktail competitions don’t just reward masterful mixing skills or unexpected flavour combinations; they actively invest in the people behind the bar.
That’s the ethos behind Pave The Way. Created by the hospitality nonprofit Another Round Another Rally and supported by foremost cognac house Hennessy, the new initiative invites bartenders from across the country to craft creative cocktails and engage in hands-on learning opportunities. Bartenders from seven U.S. cities are invited to participate, but the program spans even further, from the Tales of the Cocktail national showcase in New Orleans. Through these competitions, virtual classrooms, and immersive experiences, Pave The Way gives the next generation of bartenders the chance to explore sustainable cocktail creation and the world of cognac.
“We couldn’t ask for a better partner,” said ARAR’s Amanda Gunderson of the organization’s relationship with Hennessy. “They truly believe in investing in people, supporting the future of hospitality, and creating opportunities that have a lasting impact. That shared commitment makes this partnership such a natural fit.”
Unlike brandy produced elsewhere, Cognac can only be made in the Cognac region of western France, using particular white grape varieties and production methods. With Hennessy, that distinct sense of place and craftsmanship collides with centuries of expertise. Since 1765, Hennessy has helped establish cognac as one of the world’s defining spirits. One of the world’s oldest and most influential cognac houses, Hennessy has evolved alongside cocktail culture itself.
Celebrated for its singular sophistication, Hennessy cognac also finds its strength in versatility. It’s complex enough to be enjoyed as a neat after-dinner digestif, and that complexity also elevates a remarkable range of drinks with luxurious layers of fruit, florals, oak, and spice. The spirit has helped shape generations of behind-the-bar artistry, lending itself to early cocktails like Sidecars and Sazeracs. It helped define the earliest era of American bartending, blazing the trail for generations of innovation ever since.
Hennessy has long been investing in hospitality workers. A core component of the brand’s mission is championing bartenders and pushing boundaries within the industry. Hennessy regularly hosts craft cocktail competitions, celebrates community engagement, and promotes sustainable practices like reducing waste and prioritizing local ingredients.
“Hennessy is driven by a genuine commitment to quality and innovation,” said Gunderson. “Their ethos is rooted in respect for the environment and the terroir, so sustainability isn’t just something they talk about; it’s embedded in how they approach everything they do.”
That commitment is why Pave the Way exists. It’s about more than cocktail creation; it’s an invitation to understand and experience cognac’s rich past while discovering forward-thinking ways to incorporate the spirit into contemporary cocktail culture.
With Hennessy’s support, Pave The Way began in the virtual classroom with an educational series exploring the past, present, and future of cognac, with an emphasis on sustainability. Participants then applied those lessons while crafting an original cocktail. After submitting their cocktails, participants advanced to regional competitions across seven U.S. regions: Atlanta, Chicago, Houston, Los Angeles, Miami, New York City, and the San Francisco Bay Area. On July 22, winners from each region represented their cities at the Tales of the Cocktail showcase in New Orleans.
The journey will culminate in Cognac, France, where winners will experience the region’s history, terroir, and artistry.
This opportunity aligns with Another Round Another Rally’s mission to champion the people behind the nation’s bars and restaurants. The nonprofit has a strong focus on investing in hospitality workers’ futures not just financially, but also through opportunities for learning, mentorship, and growth. And for Another Round Another Rally, it’s a chance to invest in the individuals who make the drinks industry a great one. Per the nonprofit’s philosophy, more confident and knowledgeable bartenders means more innovative drinks programs, and a more vibrant hospitality community overall.
These values are the pillars of Pave The Way. Beyond refining their cognac cocktails, program participants will walk away with a firmer grasp on how to bring sustainability and storytelling into their craft. They’ll also leave with a deeper understanding not just of the Hennessy brand, but of their own personal brands, too.
For Hennessy, Pave The Way is part of a long legacy that blends tradition and innovation. Pave The Way won’t just lead to seven creative cocktails. It will send a new generation of bartenders back to their bars with a fresh perspective on cognac—not as a spirit reserved for special occasions, but as one of the most expressive bottles behind the bar. That’s a path Hennessy has been paving for more than 260 years. That new perspective is the true reward, and like a strong spirit, its effects will linger long after the program’s last sip.
This article is sponsored by Hennessy.
