Pink Your Drink Gala Dinner - 24th October 2015 - Tickets on sale now
Pink Your Drink began in 2011 by local entrepreneur, Ylva Binder from Åkers styckebruk, SWEDEN. Her vision is to build a platform to raise the profile of women within the global spirits industry, whilst raising money for breast cancer.
For the past four years, Ylva has been arranging a global female bartender competition. This year 8 countries will partake in the global final on her home turf in Åkers styckebruk.
Earlier competitions have been held at world-renowned bars such as New York’s Dead Rabbit Grocery and Grog (World’s Best Cocktail Menu – 2015 Spirited Awards), London’s Callooh Callay and London Cocktail Club, and Stockholm’s Björk Bar, amongst others.
This year we will also screen the ‘Women Behind Bars’ documentary, which has been filmed and edited during the past year. It features some of the top professionals in the drinks industry who talk about the challenges and benefits of being a woman in the industry.
Women Behind Bars also tackles some uncomfortable issues that professionals are reluctant to talk about, such as healthcare, late hours and harassment that females face working behind a bar. The documentary aims to reveal the real story of life working behind bars for women.
The film has been generated by renowned journalist and freelance Pepi Sappal (Wall Street journal and FT) and is her first film documentary after 20+ years as a business journalist.
The owner and founder – Ylva – experienced discrimination during her pregnancy and this is a topic she frequently debates and brings up to highlight differences between sexes.
Only since 2007 has it been possible to a woman to be a bartender in India, and yet it is a rare sight and one which PYD wants to bring to the limelight and educate, showcase and hopefully lobby for a better equality.
The industry is not only a male dominated sector in regards to the people working within it, but also the way the larger suppliers target consumers. Packaging and communication tends to be for a male audience.
Women Behind Bars will be premiered on 23rd October in Akers styckebruk, Sweden. If you are interested in attended, please email firstname.lastname@example.org
Ylva has generated a brand behind PYD called RHUBY. A female targeted liquid with a lower ABV, pink in colour and bottled in what many refer to as a giant perfume bottle. In taste it is fresh, mature and light. It is ‘summer in a bottle’, according to some of the consumers.
Together with the sale of RHUBY and PYD, the aim is to collect and donate as much money as possible to fight cancer. As long as Ylva is in the driving seat, this strategy will not change.
Global brands spend millions on their marketing. Ylva wants to be able to donate these sums as the brand grows and becomes bigger.
The aim of the global gala in Åker this year (150 seats) is to donate in excess of £10,000 for the fight against cancer in one single evening.
The dinner will be made from local produce grown by nearby organic manufacturers, and the team working the floor and kitchen, will be working for free to help generate the maximum amount of funds to fight breast cancer.
Some highlights of the evening:
Miss Universe, Yvonne Ryding, a good ambassador for female entrepreneurship will open the gala evening.
Liselott Hagberg give a quick presentation about the support the government gives to power Sodermanland to become Sweden’s best county for food and beverage producers.
Tommy Ekman and George Nemeth who wrote the song “Running on broken glass” – that will be performed live during the evening.
The music is inspired by the moving backdrop to a wonderful woman – Tiina Magnusson. Tiina in place during the evening and provides a background to this great project during dinner.
PYD founder Ylva Binder will provide a background for her global ambitions of becoming a major contributor to and for women.
Nick Woodward flown in from the UK provides stand-up with the theme on the chest. All material is written exclusively for this initiative.
Live music from Sanja Streuli and its producer – her husband Bengt Streuli – embellish an already magical evening.
The food served comes from a local female entrepreneur – Emma Hjelm – and accompanied by cocktail pairings from 8 of the world’s best female bartenders.
Over the course of 2015, more than 200 international female bartenders struggled to come to Akers styckebruk Södermanland. 12 countries have sent their contributions but only 8 countries and the 8 finalists will be selected to shake their cocktails in Akers styckebruk.
For more information or ticket information contact email@example.com
Major Brands Missouri
Missouri opening up their market for Rhuby beginning of July. Of course the tour camper comes by in July 2014 after a stint at Tales of the Cocktail to display RHUBY and talk to all great bartenders around. All-female bartenders please sign up to PYD 2014 for the chance to get to the final in NY in October. Sue McCollum runs the shop in Missouri and is one of the few females in the distribution game – doing a great job – in our opinion.
Rhuby Emissary mixing in New York
Bartender extraordinare, Elsa Holmberg has been out and about in the New York cocktail scene for a month. Meeting up with one of the best female bartenders in the world – Ivy Mix at her working spot Clover Club.
Of course Elsa will be working the Pink Your Drink tour that takes place in US this summer, but one thing you might not already know is that Ivy Mix will take part of the judging panel at the cocktail competition in New York next October.
Ivy Mix together with Lynnette Marrero partook as judges in the first ever Pink Your Drink cocktail competition in 2012 at London Cocktail Club. The two of them are founders of the wonderful Speed Rack – Lynnette will have a different role in the Pink Your Drink tour and Rhuby is more than thankful for the support they are giving.
Rhuby at Skvaderdam
Our beloved Tommy Isaksson has been out and about with the student Crowd – ensuring he is in with the ladies. Rhuby partook in the event Skvaderdam – a party held at Uppsala University. We can always count on that Tommy does a great job for Rhuby.
At the Pink Your Drink cocktail competition in Stockholm 2013, he was surrounded with lots of ladies working the event. Gossip has told us he was given some special kind of coffee by the bartenders Elsa Holmberg and Jolene Cadwell that made sure he could keep up with all the things happening. We are grateful for everything he does for us and with a true passion for the spirit industry he is a great guy to have on the team.
Production and bottling hall
Rhuby has taken the first steps for being able to produce and bottle its rhubarb liqueur. Nowadays Rhuby uses the services of a third party to blend and bottling.
Finding the perfect spot has taken some time and now its official that founder Ylva Binder is buying the old station house in the small village Åkers Styckebruk. The station will be refurnished in the next couple of months to suit the needs of the company.
Feature in Dagens Nyheter
Rhuby has been making ground in Sweden and thanks Dagens Nyheter – Swedens largest Daily newspaper in Sweden for the wonderful feature.
The article came out March 11th, the birthday of founder Ylva Binder. She got a nice welcome at the Arlanda airport when she took an early flight to the US for a couple of meetings – as stated by her 3 states in three days where a bit of a challenge.
New rhubarb fields
As the brand grows Rhuby needs to expand the rhubarb fields. The founder of Rhuby enjoys the fact that her own rhubarbs is being used in the making of her liqueur. All rhubarbs comes from the vicinity both self grown and collected from farmers in Södermanland.
100 new plants has been bought and planted, now we need to wait and see if they like their new spot.
Rhuby started off 2011 in United Kingdom always with future planes of moving back to Sweden. Now the step of becoming a fully Swedish company has been made – going from a Limited to the true origins.
Founder of Rhuby nowadays runs her company from her childhood village Åkers Styckebruk, with ingredients and production in the vicinity.
Bathtub Gin - New York
Rhuby launched in the US during 2012, since then one of our best customers has been Bathtub Gin. So if you are in New York, make sure to visit this great establishment for some wonderful Rhuby cocktails.
Did you know that gin was the predominant drink in the US during the prohibition? We are glad that gin isn’t steeped in bathtubs anymore. Rhuby mixes really good with gin, during the Pink Your Drink competitions many of the bartenders have used gin. If you want inspiration for mixing, visit the Pink Your Drink section on the webpage and find some great tips.
Pink Your Drink US - Elsa Holmberg
Pink Your Drink started in 2012 with the first ever female only bartending competition in the UK. The competition was held during the London Cocktail Week at the London Cocktail Club owned by Raymond Blanc. The competition attracted female bartenders across the country and 8 finalists were selected to compete in the final.
One of them, Elsa Holmberg, a native Swede working in the bar scene in the UK. Elsa was placed in second place and only lost by a few points. Over the years Rhuby kept in touch because her professionalism and personality is highly appreciated. During the Stockholm competition in 2013, Elsa partook in the panel to judge the cocktails made by the Swedish bartender finalists.
In October 2014, the competition will take place in NYC, US. Rhuby needs to expand the presence in New York City and Elsa takes part of the team supporting the company with Pink Your Drink from March 2014 based in New York. She is currently studying the American cocktail culture and history at University in Nottingham and during the months she will write her thesis while living in NYC.