Instead of local events in key markets, Soho created an online submission portal for participants where they could share both the recipe and stories behind their cocktails. As travel restrictions were eased, we leveraged our Soho safe protocols to invite 5 finalists to participate in a live finalist event in NYC, Since a well-attended party wasn’t possible, resources were redirected into providing finalists a unique NYC experience; including a private tour of the MET, private headshots by a professional photographer, and a brand led culinary dining experience.