Marketing Gimmicks

Bartenders to Compete for Beard Awards (Meaning Actual Beards)

Photo: Getty Images

Are beards the new handlebar mustaches? Per a press release, drinkslingers from PDT, Death & Co., Clover Club, and Little Branch who’ve been growing facial hair since August will compete in the first annual Flor de Caña Papa Doble Beard Off. Gary Regan, David Wondrich, Julie Reiner, and others will judge according to “beard length,” “touchability,” and “beard etiquette.” We can only assume the winner gets an electric razor.

Bartenders to Compete for Beard Awards (Meaning Actual Beards)