Diageo, a global leader in beverage alcohol, has launched its prestigious World Class competition in Nigeria, aiming to elevate the art of mixology and transform perceptions of bartending as a career. This initiative underscores Diageo’s commitment to fostering talent within the hospitality industry and showcasing the versatility of its premium spirit brands. The competition provides a platform for Nigerian bartenders to hone their skills, gain international exposure, and ultimately compete on a global stage. The multi-phased competition will culminate in a global final held in Toronto, Canada, in September 2025, offering a unique opportunity for one Nigerian bartender to represent their country and demonstrate their exceptional mixology talents.
The World Class competition serves a threefold purpose for Diageo: upskilling bartenders through world-class training, promoting their renowned brands such as Johnnie Walker, Singleton, and Don Julio, and transforming the lives of bartenders by opening doors to global opportunities. Diageo recognizes the often-underestimated potential within the bartending profession and aims to shift the narrative from viewing it as a temporary job to recognizing it as a viable and rewarding career path. By investing in training and providing a platform for recognition, Diageo seeks to empower bartenders to pursue their passion and build successful careers within the hospitality industry. This commitment benefits not only individual bartenders but also the broader hospitality landscape by raising the standards of mixology and creating a more professional and dynamic workforce.
The competition unfolds in stages, commencing with a media launch to generate awareness and excitement within the industry. This is followed by a Community Day, an immersive experience designed to introduce both aspiring and established bartenders to world-class training modules and stimulating challenges. This day serves as a foundation for participants, equipping them with essential knowledge and skills to excel in the subsequent stages. Following the Community Day, participants are tasked with creating a video showcasing their cocktail-making prowess using Diageo’s featured brands. This creative challenge allows bartenders to demonstrate their unique style, technical abilities, and understanding of flavor profiles.
The competition then progresses to regional levels, with heats held in Lagos, Abuja, and Port Harcourt, Nigeria’s major cities. These regional competitions provide a platform for local talent to shine and compete against their peers. The regional winners will then converge in Lagos for the highly anticipated national final. This event will determine the ultimate champion, the bartender who will represent Nigeria on the global stage in Toronto. The national final promises to be a showcase of exceptional talent, creativity, and passion, highlighting the best of Nigerian mixology.
Diageo’s commitment to elevating the bartending profession extends beyond the competition itself. The company has announced plans to train 90 mixologists across the three key competition locations – Lagos, Abuja, and Port Harcourt. This comprehensive training program will focus on three key Diageo brands: Johnnie Walker Black Label, Singleton 12-Year-Old, and Don Julio Blanco. These brands will serve as the foundation for training modules and competition challenges, allowing participants to develop expertise in working with these specific spirits and exploring their diverse flavor profiles.
The creative challenge component of the competition requires participants to craft a modern classic cocktail inspired by their personality and their workplace. This challenge encourages bartenders to think outside the box, infusing their creations with personal narratives and reflecting the unique atmosphere of their respective bars. The resulting cocktails should be both memorable and iconic, embodying the essence of the bartender and their establishment. To participate, aspiring mixologists must upload their cocktail creations to Instagram, tagging the competition and using the designated hashtag. This social media component adds an element of public engagement and allows the wider community to appreciate the creativity and talent of the competitors. Through this multi-faceted competition, Diageo is not only identifying and nurturing talent but also contributing to the evolution of the bartending profession in Nigeria, setting new standards for creativity, skill, and professionalism. The World Class competition is more than just a competition; it is a testament to Diageo’s commitment to empowering individuals, promoting their brands, and raising the bar for the global mixology scene.
