Kuala Lumpur, Malaysia, 30 September 2025 — Woodford Reserve, the world’s top-selling super premium American whiskey, returns this Old Fashioned Month with the third edition of ‘The Wonderful Race’. This month-long event celebrates and pays tribute to the iconic Old Fashioned cocktail.
Brown-Forman Asia is calling on the most talented hospitality professionals in Malaysia to reimagine a timeless classic — the Old Fashioned — and craft the ultimate “All-Star” edition. This year, the competition isn’t just about creating a winning drink; it’s about shaping the future of cocktail culture.
The winning creation will go beyond great taste. Like any true icon, it must embody vision and finesse. For Woodford Reserve, the All-Star Old Fashioned will showcase the whiskey’s rich character, redefine what creativity in a classic cocktail can look like, and capture its place as a modern staple on menus around Malaysia.
“The Old Fashioned has stood the test of time, but we believe the next great version is waiting to be discovered,” said Colton Payne, APAC Marketing Director at Brown-Forman Asia. “This competition celebrates the craft and innovation of bartenders who have the power to shape what becomes iconic in our industry. We’re excited to see which creation will rise as the All-Star Old Fashioned.”
The winning cocktail will not only earn its creator industry acclaim but will also be celebrated as an enduring icon — a new benchmark for excellence that leaves guests wanting an encore long after the last sip.
SHORTLIST CRITERIA
Drinks concept and storyline (40%)
- What is the inspiration and story behind your cocktail creation?
- How is your cocktail best enjoyed, and during which occasion?
- What emotions, thoughts, and feelings do you wish to evoke from the people who drink this cocktail?
Creativity (30%)
- Here’s where your artistry and expertise come into play: what elements of this cocktail’s DNA are unique from the usual ones?
- What is the winning edge of this unique cocktail creation?
- How does it fulfill this year’s theme? Think out of the box and highlight how your cocktail excites and why it is worthy of the ‘All-Star’ title!
Presentation (20%)
- Creative presentation and aesthetic of the crafted Old Fashioned cocktail
- Entrant and outlet participation + advocacy efforts during Old Fashioned Month (10%)
- Advocating for the brand and drinks through social media and in-outlet touchpoints
The official campaign website for open call submissions starts 1 October 2025 until 31 October 2025. 10 of the most innovative cocktails will be shortlisted to compete for the national title. The national champion will win a trip to the Woodford Reserve Distillery in Kentucky, and the first and second runners-up will represent Woodford Reserve at regional events.
RELIVING THE FESTIVITIES FROM WOODFORD RESERVE
‘THE WONDERFUL RACE’ MALAYSIA 2024
Last year, Kelvin Wong from Good Friends Club emerged as the victor of the local competition, standing out with his signature creations. Kelvin embraced the theme ‘Umami Wildwood’ with “Tropical Spice Harmony” and “Terra Old Fashioned”.
Kelvin was challenged to create a savory, earthy cocktail highlighting the bourbon’s deep woody richness. He received four ingredients—Gula Melaka, pandan leaves, orange, and black tea—of which at least one had to be incorporated. Within an hour, he crafted the Terra Old Fashioned, infusing pandan leaves with Penang wild honey, ginger, and soy sauce. He enhanced the drink with his pre-prepared local herbs and spices bitters, blended it with Woodford Reserve Double Oaked, and finished with a slice of pandan leaf as garnish.
In addition to Kelvin, talented modern hospitality professionals from various local bars came together to present their unique Old Fashioned creations, in celebration of creativity, artistry, and flavour mastery.
Everyone is encouraged to craft their very own ‘All-Star’ cocktail this Old Fashioned month. This October, consumers can keep their eyes peeled for the upcoming Old Fashioned menus launching across partner bars too. Let’s drink responsibly as we toast to a truly wonderful Old Fashioned month!
*Please note that terms and conditions apply.
For more information, just click here.
