Deceptively simple, endlessly versatile and richly satisfying, the Old Fashioned is a timeless classic for good reason, regularly voted among the top cocktails worldwide by bartenders and customers.
Heaven Hill Distillery will elevate this iconic drink yet further with the fifth annual Elijah Craig Old Fashioned Week, from 11–20 October. The ten-day celebratory event will showcase the iconic Old Fashioned cocktail and support a worthy cause – bar and restaurant workers in need.
A global toast with a local impact
The Old Fashioned’s origins are shrouded in mystery, but tales of its creation stretch back to the 1800s. The drink’s simple recipe – a combination of spirit, sugar, water and bitters – allows for endless experimentation. Yet it’s hard to disagree that the rich flavour and full body of Elijah Craig Small Batch Kentucky Bourbon, with its signature warm spice and subtle smoke flavour, is the perfect complement to the sweetness and spiciness of the cocktail’s accompanying ingredients.
Elijah Craig Old Fashioned Week is going global for 2024. Launched in the US in 2020, during the pandemic that caused so much hardship to the hospitality sector, the campaign expanded to Canada in 2022. This year it will hop over the pond to the UK, with on-premise venues across two continents uniting to celebrate the Old Fashioned while giving back to their local communities.
More than just a great drink
Elijah Craig Old Fashioned Week has always been about more than just enjoying a great cocktail. The campaign has a strong charitable focus, raising $400,000 for organisations that support bar and restaurant workers facing hardship since its inception.
These employees are the backbone of the hospitality industry and Elijah Craig Old Fashioned Week supports and champions their vital role.
For every Old Fashioned sold in the US, Canada and the UK during this year’s event. Elijah Craig pledges to donate $1, $1 or £1, respectively (up to a maximum donation of $100,000, $25,000 or £10,000).
The money will be distributed among three organisations:
- US: Southern Smoke Foundation provides mental health resources and emergency relief grants to service industry workers. In 2023, with the help of Elijah Craig, the foundation provided nearly 1,000 no-cost mental health counselling sessions and distributed nearly $150,000 in emergency relief grants.
- Canada: Bartenders Benevolent Fund supports bartenders in facing financial hardship or crisis. In 2023, $25,000 donated from the Elijah Craig Old Fashioned Week was allocated to the Emergency Relief Fund and the Hospitality Workers Mental Health Fund.
- UK: The Drinks Trust provides financial assistance, mental health support and skills development programmes to people working within the hospitality industry. This year, Elijah Craig is proud to partner with The Drinks Trust for the first time to give back to the vital UK hospitality community.
Bars and restaurants that are keen to take part in this year’s Elijah Craig Old Fashioned Week can find out how to sign up at OldFashionedWeek.com. Thousands of bars took part in last year’s event, with participating venues adding their own twists on the Old Fashioned and bringing local flair to the global celebration.
“I’m inspired by the breadth and depth of bartenders participating in Old Fashioned Week,” says Heaven Hill National Portfolio Mixologist Lynn House. “From beloved neighbourhood dives to the most renowned bars across the globe, these bars are serving Old Fashioned cocktails that honour the history and legacy of the classic alongside innovative riffs that push the bounds of the category.”
Canvas for creativity Elijah Craig Old Fashioned Week Cocktail Competition
While enjoying a classic Elijah Craig Old Fashioned is always a pleasure, the cocktail week also encourages experimentation. Bartenders are invited to enter competitions in the US and the UK to showcase their most innovative riffs on the classic serve.
Winners will receive a prize of $15,000 in the US or £1,000 in the UK. The US winner and semi-finalist’s cocktails will be published in the upcoming Elijah Craig Cocktail Book, while the winning UK cocktails will appear on prestigious drinks website DiffordsGuide.com. Join Elijah Craig in celebrating the Old Fashioned, supporting a worthy cause, and experiencing the artistry of mixology.
