For bartenders, the idea of sustainability isn’t limited to what goes in the glass and how it gets there. Stability and community are also critical pillars to ensure hospitality professionals have long and flourishing careers. Pave the Way is a first-of-its-kind cocktail competition created by the nonprofit initiative Another Round Another Rally, and supported by storied cognac brand Hennessy, to help build and strengthen bartending communities, provide education about cognac and its environmental impact, and mentor bar professionals.
“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.”
US Northwest Hennessy ambassador Zahra Bates says Hennessy’s role in Pave the Way is more than that of a symbolic sponsor. “Sustainability isn’t just about, saying ‘OK, now I’m going to recycle.’ Our goal is to, by 2030, be at that 100% level and be that shining beacon for what it is to be sustainable in Cognac production.”
She goes on to explain, “[For bartending] it’s also about creating a sustainable network that you are connected with, about creating a sustainable community, both that you come from and that you want to give back to, and then also creating a sustainable career in the industry… we didn’t want to say, ‘Oh, we just recycle the husks.’”
The Competition
To start, Pave the Way 2026 was open to bartenders across the United States and organized into seven regional areas. It kicked off with two online education sessions: one covering the history and production of cognac with the Hennessy brand, the other dedicated to sustainability. These were followed by an essay contest and a cocktail recipe submission.
Enthusiasts might be familiar with classic cognac cocktail recipes such as the French 75, Sazerac, Sidecar (and its more sugar-coated cousin the Crusta), Vieux Carré, and the Georgia Mint Julep (a precursor to the bourbon classic) among others. PTW contestants were inspired by these classics, but encouraged to explore new possibilities, especially as they pertain to modern themes of sustainability.
After the submissions were reviewed, top 10 finalists were then selected from each region to compete locally before a live panel of judges, held in San Francisco, Los Angeles, Chicago, Miami, Atlanta and New York City. To emerge as the representative from their region, each of their cocktails were judged on how they showcased the key ingredient (either Hennessy V.S. or Hennessy V.S.O.P.), represented themes of sustainability, originality, preparation/technique, and of course flavor.
The seven winners were then flown to this year’s Tales of the Cocktail for The Pave the Way Showcase where they served their unique cocktail creations for a crowd – each contestant behind their own booth that spotlighted the unique ingredients in their cocktails. This was an opportunity to share what they created for their peers at one of the biggest gatherings of mixologists from across the country and the perfect way to grow their own networks.
Continued Brand & Sustainability Education
Following Tales, the seven will continue their career development, education, and the important conversation surrounding sustainability with Hennessy in Cognac where they will travel for an immersive experience at the brand home, vineyards, and production facilities. There, they will dive deeper into the multiple meanings behind “cognac” and experience the care and thoughtfulness that goes into each bottle of the iconic liquid.
“Hennessy is driven by a genuine commitment to quality and innovation,” says 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.”
Hennessy declared in 2025 that 100% of the growers they work with in the appellation are certified level 3 HVE (Haute Valeur Environnementale) low impact, and plan to be completely herbicide free in the next couple of years. In addition, Hennessy has replanted 4,500 hectares of forest and has over 300 active beehives—in a region that was years ago facing a catastrophic drop in the bee population. And that’s only what they are doing in the present.
Dating back to the 1760s — the Hennessy process is split into three pillars of production: Selection of the eaux-de-vie (which refers to unaged brandy as well as the ones in barrel), maturation, and blending. Each as important as the last to create a product that is sustainable and meets the high standards of quality the brand has in place.
To manage the blending, Hennessy has worked with the Fillioux family for decades, and current master blender is Renaud Fillioux de Gironde, who is the 8th generation in the role. He works with a team of seven blenders who, as they train, spend years just observing the blending procedure. Bates mentions that an integral part of the tasting process is witnessing the body language between staff as the eaux-de-vie are assessed. After all, the act of tasting takes place not just in the nose and palate but when practiced with a group, it’s also the physical reaction registering the moment that exceptional quality is achieved.
It’s these guiding Hennessy principles of sustainability and community that the seven Pave the Way winners will experience during their trip to Cognac – an education they’ll be able to carry with them in their careers as they return home.
The Takeaway
Another Round Another Rally has long been committed to boosting the bartending and hospitality community and the Pave the Way program, supported by Hennessy, is yet another example of the channels they explore to enrich the community, not just promote it.
Says Bates: “You’re going to be growing more and faster if you are actually creating your network here and with them. I found that to be a really wonderful shared value that both Another Round Another Rally and Hennessy have.”
After all, bartending isn’t just about serving guests and making delicious cocktails. The most dedicated bartenders are able to transfer their skills in meaningful ways beyond the bar. “Just because you don’t feel like you’re where you want to be at the moment doesn’t mean you’re not going to get to where you need to be,” says Bates with a note of encouragement. “You could also get further than you could have imagined.”
Bartending is a career that can be explored from different angles and last for decades. Sometimes it just takes someone to help pave the way.
This article is sponsored by Hennessy.
