Few hospitality industry opportunities combine immersive spirits training with an international travel experience, but that’s exactly what Another Round Another Rally delivered through French Connection, a multi-week educational series offered in partnership with Grand Marnier and Courvoisier. Open to bartenders, bar managers and others who make their living in the spirits industry, this once-in-a-lifetime experience promised maximum exposure to Parisian and French luxury at its finest, culminating with a six-day, five-night unforgettable trip to France.
Divided into two sessions – the first being the virtual education experience, and the second, the trip overseas – French Connection kicked off Monday, Oct. 6, with virtual classes wrapping up Monday, Oct. 27. The initiative drew bar professionals from 45 states and a broad mix of backgrounds, including numerous racial and ethnic communities and 38% LGBTQ+ representation. Students logged into the virtual courses from bars, restaurants, homes and coffee shops, gaining in-depth training and knowledge about the culture, history and craftsmanship of Cognac with the help of two legendary houses: Grand Marnier and Courvoisier.
For many participating students, the program felt less like standard coursework and more like stepping inside the soul of French spirits culture.
“This experience reminded me that luxury is most powerful when it tells the truth about who we are – our culture, creativity and courage,” said Gregory, a Session 1 student. “The Cognac program was more than education; it was affirmation.”
The vast majority reported that the knowledge they gained through the curriculum would help enhance their hospitality careers moving forward, giving them the skills and knowledge they need to land lucrative, rewarding jobs in high-end bars and restaurants. Upon completion of the coursework, students took a written exam and submitted an original cocktail recipe, with the 30 top-scoring applicants earning a spot on the overseas trip.
The six-day, five-night stay brought students to some of France’s most celebrated spirits and culinary destinations, traveling by train to Maison Courvoisier and Grand Marnier before returning to Paris for additional exploration and immersion. Between tours, tastings and shared meals, students developed lasting connections with peers – and the discipline and passion for the spirit the bartending profession demands.
“This was, hands down, the best, most thoughtful brand experience I’ve ever been on,” said Stef, a Session 1 attendee. “I don’t think I’ve ever had a better, more in-depth and personal educational experience.”
While the hours and pressures of the bartending profession can, at times, make it feel isolating, The French Connection gave today’s top bartenders a chance to do something different: create open dialogue, develop new skills and step back from behind the bar to focus exclusively on honing their craft.
“This was truly a life-changing experience that I’ll always cherish,” said Ashley, a Session 2 attendee. “Between the bonds that were built, the depth of knowledge we gained and how this will impact my career long-term, it was priceless.”
Students left the experience with a deeper knowledge of Cognac history and production, a broader network of industry contacts and renewed confidence in their behind-the-bar abilities, having walked the vineyards, met the makers and developed critical skills in demand at the world’s finest drinking and dining establishments.
They also left with a clear message for those considering taking a shot at next year’s French Connection program: Opportunities like this don’t come around often, so when applications open, don’t wait for last call!
