Torres Brandy to host Zero Challenge final in Barcelona

Family-owned Spanish brandy Torres is set to announce the winner of its third annual sustainable hospitality challenge in Barcelona on 27 March.

The final of Torres Brandy's Zero Challenge will take place this year on 25-27 March in Barcelona, Spain. The three-day event will unite hospitality professionals worldwide, with each participant presenting a sustainable project to enhance the hospitality industry and minimise its socio-environmental impact. An international panel of experts will assess the submitted projects. The winning proposal will receive €30,000 (US$31,400) to bring their vision to life in their venues. Each proposal must tackle specific socio-environmental challenges and demonstrate a measurable impact, such as reducing CO2 emissions, minimising waste, recycling materials, or promoting social inclusion, among other relevant aspects. The Zero Challenge was established to encourage environmental commitment within the hospitality industry and to raise awareness about the urgent need to combat climate change. This initiative builds on the work Familia Torres has been doing in the wine sector for over 15 years. In 2025, the international competition by Torres Brandy expanded its reach to include more countries and a wider variety of projects. In addition to the bar industry, this year, applications were also open to restaurant teams.

In its first year, the competition crowned bartender Giacomo Giannotti, owner of Paradiso in Barcelona, for his project titled 'Zero Waste Lab.' This winning concept focused on reusing and managing waste to convert plastic into utensils for use in his bar. In the second year, Mexican entrepreneur Alberto del Toro won the prize with his project 'Taller Zero: Giving a Second Chance.' Del Toro's initiative aimed to transform discarded glass bottles into ashtrays, cups, and lamps while also providing employment opportunities for older individuals at risk of labour exclusion.

This year, the finalists' projects will be evaluated in four key areas: the concept, sustainability, the business plan, and future growth. The 2025 competition welcomes participants from three continents and 11 countries, including the United States, Canada, Mexico, Spain, Italy, Norway, Finland, the United Kingdom, Romania, South Korea, and Greater China. Contestants selected from each country will compete in their national finals throughout February before travelling to Barcelona for the global final.