Diageo has announced the opening of submissions for World Class 2025, featuring a list of 10 exclusive prizes to be won, including an all-expenses-paid trip to the global final in Toronto, an unforgettable journey to New York City, a Soho House membership, and a two-year talent representation with Global Bartending. Entries open from Monday, January 27th and close on Friday, February 28th. This year’s program also includes a number of new event series and initiatives taking place throughout the year.
What to Expect from World Class GB 2025 – Highlights Include:
- World Class Presents: An immersive event series that deepens bartenders’ connections with Diageo’s iconic brand portfolio, while fostering community ties
- Formerly known as World Class Women Plus, Diageo’s initiative will return, evolving to prioritise mentorship, career advancement, and inclusive practices aiming to empower greater gender diversity in the bar industry
- Schweppes Partnership: World Class Great Britain is proud to announce a new partnership with Schweppes, a brand new and exciting collaboration between two iconic brands, who each share the ambition of celebrating cocktail culture and developing talent within the bar industry
- World Class Cocktail Festival (running from April 14th -27th): This is a vibrant celebration of mixology, showcasing unique cocktail creations in the bars of this year’s World Class GB Top 100
An ally to the bartending community, these initiatives are born from feedback World Class has received in recent years and have been implemented to ensure its continued relevance to the bartending community. The aim is to provide more opportunities for bartenders to connect with peers and trade icons throughout the full World Class journey. Building on this, a new judging format will be announced in the coming months.
Created to Mark the Winner’s Legacy, Diageo World Class Great Britain 2025 Prizes Include:
- All expenses paid World Class Global trips to Toronto and New York City
- One year Soho House global membership
- A personalised stylist to dress the winner for the global World Class Journey
- A 12-month contract with Diageo GB to become a drinks creative on partnerships and events including but not exclusive to: one London Fashion Week afterparty
- VIP entry to two of the best sporting events in the country
- VIP entry to two music events in the country
- Two all expenses paid trips to visit Diageo luxury brand homes including an exclusive experience with Johnnie Walker
- Best in class mentoring sessions with GB judges and Diageo GB, ahead of the World Class final in Toronto
- Two year talent representation with Global Bartending
To enter Diageo World Class 2025, bartenders must create an original cocktail with either The Singleton Single Malt Scotch Whisky or Don Julio Tequila. On March 10th, the top 100 finalists will be announced, and they will be invited to join the World Class Judging Roadshow, where they will come together to celebrate their success in one of five key cities across the country. The top 10 bartenders will then attend a three-day immersive event in London or Scotland, culminating in the crowning of one winner who will represent Great Britain on the global stage in Toronto in September; once again offering participants the opportunity to achieve international acclaim.
By competing in Diageo World Class Great Britain, bartenders join its mission to:
- Provide Professional Development: Through training programs and mentorship opportunities, World Class supports bartenders in developing their skills and advancing their careers
- Recognise Talent: World Class seeks to recognise the nation’s best bartenders, showcasing their expertise and creativity on an international stage
- Nurture the Global Bartending Community: By bringing together bartenders and industry leaders, World Class fosters a community that shares a passion for innovation, creativity and excellence
- Celebrate Cocktail Culture: By finding, spotlighting and developing the exceptional talent who are advancing it around the world
“We are really excited about this year’s program,” says Jo Last, Diageo GB’s Advocacy Manager. “Particularly the introduction of more moments for the World Class family to connect with each other; be that during the Top 100 Roadshows or at World Class Presents, our experience led brand sessions dotted throughout the year. We can’t wait to spend time with new and returning competitors– I would love for us to bring the global trophy home this year!”
Throughout spring, the new World Class Presents series will feature three events at venues in key cities across the country. Exclusively for members of the hospitality industry, this is an opportunity for all bartenders to be part of World Class, even if they’re not competing. It is a new way to meaningfully engage the community through thought provoking immersive brand experiences.
The Diageo World Class Presents Series Includes:
- World Class Presents: Curated Moments with The Singleton – February
- World Class Presents: Depth in Blue with Johnnie Walker – April
- World Class Presents: Palomarama with Don Julio – May
When Diageo launched World Class in 2009, it offered a way for bartenders to strive for the highest levels of creativity and excellence in their craft – but they could never have predicted the impact that it would have on the global bartending industry today. The competition was established at a pivotal moment for the industry, during a time of significant transformation. Perceptions of the bartending profession were shifting, the revival of classic cocktails was underway, and there was a growing focus on high-quality, artisanal ingredients. Today, submissions for Diageo World Class have opened at a time when innovation and excellence are at their peak across the country, when cocktail culture has undeniably entered into the mainstream.
Diageo GB aims to attract an even broader spectrum of gifted bartenders this year, reflecting the vibrancy and inclusivity of today’s cocktail scene. Submissions are now open via The Diageo Bar Academy Platform until February 28th. All applicants must be over 18. For more information, please visit Diageo.com and Global Bartending.com.
