In Brussels, the cocktail scene has no shortage of talent or creativity. And when bartenders are given the chance to step outside their daily routine, test their ideas and share their world, the results can be genuinely interesting.
That is precisely the idea behind The Boulevardier Remixed, the competition organised by Jack Daniel’s, which returns to Belgium for a second edition.
The concept? Reinterpret a great mixology classic, the Boulevardier, and pair it with musical inspiration. A recipe, a story, a personality and a soundtrack.
On 30 November, ten bartenders will gather in Brussels to take on the challenge. Three will receive awards, and the overall winner will win a trip to Tennessee in August 2027.
A Boulevardier, yes. But with your own rhythm.
To understand the competition, we first need to talk about the cocktail that gives it its name.
The Boulevardier is a classic that emerged in Paris in the 1920s. A close cousin of the Negroni, it traditionally combines whiskey, red vermouth and Campari.
Three ingredients, a balance of bitterness, sweetness and character. A seemingly simple recipe, but one that requires real mastery.
With The Boulevardier Remixed, Jack Daniel’s invites bartenders to go further: to create their own interpretation, drawing inspiration from music.
How do you translate a rhythm, an emotion or a memory into flavours? Can a piece of music inspire a texture, a presentation or an unexpected pairing?
That is what makes the competition interesting. Making a good cocktail is not enough. You also have to tell a story through your creation.
Did you know that Jack Daniel had his own brass band?
We all, or almost all, know the famous square bottle with the black label. But the history of Jack Daniel’s holds a few charming anecdotes.
Founded in 1866 in Lynchburg, Tennessee, the distillery celebrates its 160th anniversary in 2026. It is recognised as the oldest registered distillery in the United States.
Its founder, Jasper Newton Daniel, was not only interested in whiskey.
In 1892, he even formed his own brass band, the Silver Cornet Band!
Made up of ten musicians from the local community, it provided music for events and gatherings in Lynchburg.
The connection between Jack Daniel’s and music is therefore nothing new. Long before collaborations with rock and country artists, music was already part of its history.
Another distinctive feature: before maturation, the famous Tennessee whiskey is filtered drop by drop through a layer of sugar maple charcoal more than three metres thick. This technique, known as the Lincoln County Process, contributes to its character.
Under The Stairs: a setting that sets the tone
For this edition, Jack Daniel’s has chosen a Brussels venue that fits the concept perfectly: Under The Stairs, the cocktail bar inside the Corinthia Grand Hotel Astoria Brussels, on Rue Royale.
Behind the venue is Hannah Van Ongevalle, a recognised figure in Belgian mixology, notably for her work at The Pharmacy in Knokke.
Opened in 2025, Under The Stairs combines Art Deco elegance, an intimate atmosphere and creativity. The bar is literally tucked beneath the majestic staircase of this historic hotel.
And the nod to the competition works rather well: its Disco Royalty menu draws inspiration from the world of disco, its artists and its legendary dance floors.
A place where music and cocktails already engage in a daily dialogue. It is hard to imagine a more fitting setting!
Ten bartenders and a trip to Tennessee
On 30 November, ten Belgian professionals will present their creations. Three will receive awards.
For the overall winner, it is off to Tennessee in August 2027!
The announced programme includes a visit to the Jack Daniel’s distillery in Lynchburg, an immersion in the history of Tennessee whiskey, a taste of the hospitality of the American South and a getaway to Nashville.
This iconic music city will also offer the opportunity to discover a vibrant cocktail scene, including the renowned Attaboy, not forgetting the famous honky-tonks.
A trip that promises wonderful encounters and fresh inspiration.
And above all, a great opportunity to showcase Belgian bartenders
There is plenty of talk about chefs and new gastronomic venues. And rightly so. But bartenders also deserve their place in Belgium’s culinary landscape.
Their profession is constantly evolving. Infusions, fermentations, local produce, unexpected combinations and preparation techniques: behind every creation lie time, experimentation and genuine expertise.
Competitions such as The Boulevardier Remixed offer precisely that opportunity to give these professionals visibility, bring people together and share knowledge.
At BXLpositive, this is another aspect that appeals to us.
Because in Brussels, creativity is not found only in museums, galleries or concert halls. It also finds expression behind the counters of our bars.
Good luck to the ten participants. And may the best creation make the journey to Tennessee!
Practical information
The Boulevardier Remixed 2026
- Date: Monday 30 November 2026
- Venue: Under The Stairs, Corinthia Grand Hotel Astoria Brussels
- Address: Rue Royale 103, 1000 Brussels
- Participants: 10 bartenders, 3 prizewinners
- Grand prize: a trip to Tennessee in August 2027
- Registration deadline: Monday 16 November 2026
- Registration: https://alicebown.typeform.com/competition
Public access to the competition remains to be confirmed with the organisers.
Alcohol should be consumed in moderation.
