Diageo Reserve WORLD CLASS Global Final 2013  
DIAGEO RESERVE CONTINUES TO TRANSFORM FINE DRINKING EXPERIENCES WITH THE START OF WORLD CLASS GLOBAL FINAL 2013
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Press Release

 THURSDAY, JULY 4TH: Today, 44 of the world’s best bartenders – together with fine-drinking industry elite, international celebrities, and global tastemakers – convene aboard the boutique Azamara Journey cruise liner, for the fifth annual WORLD CLASS Global Final, the largest and most credible mixology competition. 

James Thompson, Managing Director Diageo Reserve, said, “We are thrilled to welcome a record number of bartenders to this year’s Global Final WORLD CLASS. WORLD CLASS bartenders are synonymous with sophistication, impeccable service and pushing the boundaries of contemporary and experiential cocktail culture. The programme [WORLD CLASS] elevates the craft of the bartender, discovers new talent and previews the latest trends which consumers will soon be able to sample when visiting WORLD CLASS accredited bars across the globe.”
Setting sail along the French Riviera in Nice and Monte Carlo, the voyage will include stopovers in some of the Mediterranean’s most iconic and chic destinations including St. Tropez and Ibiza, before culminating in the Catalan capital of Barcelona where the WORLD CLASS Bartender of the Year 2013 will be crowned. This is the first time that the WORLD CLASS Global Final is held on a luxury cruise liner, underscoring the concerted effort that the industry is making to elevate the culinary experience in cruises.
Throughout the year-long WORLD CLASS programme, the world’s most elite bartenders each receive rigorous training before competing in challenging national finals. Since the launch in 2009, over 15,000 WORLD CLASS bartenders have been trained using the award-winning spirits in the Diageo Reserve portfolio – KETEL ONE® vodka, CÎROC® vodka, TANQUERAY® No.TEN™ gin, DON JULIO® tequila, ZACAPA® rum, JOHNNIE WALKER® GOLD LABEL RESERVE™ Blended Scotch Whisky, JOHNNIE WALKER® PLATINUM LABEL™ Blended Scotch Whisky and JOHNNIE WALKER® BLUE LABEL™ Blended Scotch Whisky – to create the most exceptional rituals, perfect serves and fine drinking experiences in the best fine-drinking establishments all over the world.

During the WORLD CLASS Global Final, which has become a landmark week on the fine-drinking circuit, over 600 attendees will celebrate the craft of bartending with:

  • A series of cocktail challenges – judged by a panel of the world’s most respected mixology cognoscenti comprising Dale DeGroff, Salvatore Calabrese, Peter Dorelli, Hidetsugo Ueno, Gary Regan, Julie Rainer, Spike Marchant, Arturo Savage, and Steve Olson – culminating in the crowning of the Bartender of the Year;
  • Luxury seminars led by global trendsetters Dylan Jones, Editor of UK GQ, Tony Chambers, Editor of style magazine Wallpaper* and Luca Deplano, Vice President Of Marketing Of Banyan Tree;
  • ZACAPA® Rum ‘House Above the Clouds’ sensory experience;
  • TANQUERAY® gin Speakeasy Bar;
  • Bob’s Bar hosted by Bob Nolet, 11th Generation Distiller and Executive Vice President of KETEL ONE® vodka;
  • JOHNNIE WALKER® BLUE LABEL™ Blended Scotch Whisky will be introducing the Flavour Emporium;
  • DON JULIO® Tequila unveil their Loft; and
  • CIROC® Vodka and JOHNNIE WALKER® GOLD LABEL RESERVE Blended Scotch host Mahiki VIP after-parties.
 Recognising the craft of the bartender, through its five-year history, WORLD CLASS has become a landmark week in the mixology circuit. What began as a bartending training programme is now an internationally recognized annual event transforming fine drinking experiences and cocktail culture around the world. Launched in 2009, WORLD CLASS is an international platform to showcase talent from the best bartenders all over the world while creating an outlet for luxury fine drinking experiences to unfold. 
In 2012 the WORLD CLASS TV Show was launched, a TV special putting a spotlight on the WORLD CLASS bartenders and elevating a new generation of mixologists to celebrity status. This year, the 4-episode series will be broadcast by 20 major TV networks in more than 100 countries with an opportunity to reach 25 million consumers. The WORLD CLASS social forum on Facebook is a highly engaged community of over 16,000 elite bartenders who meet to exchange ideas and debate on the latest trends in mixology.
Follow the competition on Facebook at the ‘Global WORLD CLASS Finals’ page: www.facebook.com/GlobalWorldClassFinals   

ABOUT DIAGEO RESERVE WORLD CLASS

Diageo Reserve WORLD CLASS is transforming fine drinking experiences and cocktail culture around the world and in the home. The industry’s largest, most credible investment in the luxury on trade, it discovers the next generation of bartending talent who set the latest mixology trends and bring these to the best bars worldwide. At the core is an outstanding, global training programme and internationally recognized platform that elevates the craft of the bartender and builds careers in the industry culminating in an annual luxury landmark week where the Diageo Reserve WORLD CLASS Bartender of the Year is announced. Launched in 2009, over 15,000 bartenders have been inspired and educated in the craft of mixology using the finest spirits in the Diageo Reserve collection. A partnership and collaboration with gurus, media, partners and owners, Diageo Reserve WORLD CLASS is widely recognized as a mark of sophistication and distinction of international fine drinking culture by bartenders and customers alike.
As an extension of the Diageo Reserve WORLD CLASS training programme, in 2011 Diageo launched the Diageo Bar Academy in Asia Pacific, the region’s largest bartending course accredited by the Wine and Spirit Education Trust (WSET), which has trained 10,000 bartenders to date.
-ENDS-
About DIAGEO
DIAGEO is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine categories. These brands include Johnnie Walker, Crown Royal, JεB, Buchanan’s, Windsor and Bushmills whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Tanqueray and Guinness.
DIAGEO is a global company, with its products sold in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about DIAGEO, its people, brands, and performance, visit www.diageo.com. For DIAGEO’s global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit www.DRINKiQ.com. 
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Media Contacts

ANDRE CHONG
Head of Brand Communications
+65 6876 4446
andre.chong@diageo.com
JOANNA Good
Neville McCarthy Associates
+44 (0) 20 7940 2900
Joanna@nevillemccarthy.com