LSC interviewed Tiago Mira, a judge at the London Spirits Competition on what mixologists look for in a new spirits brand?  

Tiago Mira: When pitching a new product the idea is that the brand brings a new concept. Obviously looking at the UK market, there is a lot of products coming on a daily basis. So it has to be something very innovative, something ambitious and something with a bit of history as well. Obviously, it is not as simple as it sounds, but...

Watch the video below for the full answer: 

About Tiago Mira

Tiago Mira is a Head Bartender and Head Mixologist at Annabel’s Club in Berkeley Square, London. He has more than 10 years of experience in the beverage industry working in 4* and 5* hotels bars in Portugal and London. He is always a 100% customer oriented professional. Since he arrived in London, he has competed and judged many competitions including the National UKBG competition.