Diageo
World Class

‘The most stunning event of any kind, anywhere. Complex, fun, beautiful, inspirational. Shaping culture and our reputation.’

Syl Saller, CMO Diageo

Widely regarded in the drinks industry as the leading bar culture event in the world.

The World Class Global Finals mixes the brightest and the best bar tenders with most influential people from across the drinks community, to drive Diageo’s reserve portfolio advocacy.

An audience from across the highest levels of the drinks industry and global hospitality sector and bigger than ever this year with over 1000 attendees over three days and nights, consisting of industry VIP’s, Diageo partners, stakeholders, influencer’s, Global media and competing bar tenders.

In its 10th anniversary year, the World Class evolution continued in Berlin. A single destination that incorporated four incredible challenges for the bar tenders but also seamlessly bringing to life the Diageo Reserve portfolio. All integrating and showcasing their individual personalities into the experience.

Far more than a bar tending competition, but a multichannel experience that brought the energy and eclectic diversity of Berlin to life:

We took the essence of Berlin threading it through the World Class platform to create an experience that was culturally relevant, exciting and constantly evolving throughout the duration of the event. Staged in a 1920’s disused power station the industrial backdrop gave us the perfect canvas to create a vibrant, sensory experience and festival vibe never before seen at World Class.

We brought World Class to life through with a Berlin attitude through multiple environments, food pairings, an outdoor festival, media sessions, hosted trend sessions and live broadcasts to Facebook, wrapping up with an awards show and epic cocktail clash finale – a spectacular event, and platform for the best bar tenders in the world and a cultural experience that continues to lead the way in the drinks industry.