14 February 2014 13:39

Diageo Announces Location of World Class Global Final 2014

WORLD CLASS™, one of the industry's most prestigious and respected mixology competition, announced today that the 2014 Global Final will return home to where it all began and take place in Great Britain  from 28 July to 1 August 2014.  After a year-long journey of qualifiers and heats at national and regional levels, the Global Final will see the 50 best bartenders in the world compete in a series of innovative challenges staged around the country that will tell stories of places, people and provenance.  This year, for the first time ever, consumers will also be able to participate in the WORLD CLASS™ Global Final week with masterclasses, cocktail themed events and the challenges themselves as a way to recruit consumers into the fine drinking culture.

Launched in 2009, the Global Final is an internationally recognised platform and mark of distinction for mixology at which the Diageo Reserve WORLD CLASS™ Bartender of the Year will be crowned. WORLD CLASS™ bartenders are synonymous with sophistication, impeccable service and pushing the boundaries of contemporary and experiential cocktail culture with tradition and modernity as a common thread. As a landmark week in the luxury calendar, the Global Final will be judged by the world's most respected mixology cognoscenti and attended by trend leading editors, renowned bar owners and  a selection of guest judges who are also renowned craftspeople in their fields.

Boasting unique challenges imbued with the soul of Great Britain, the Global Final will showcase innovative cocktails created by the most talented bartenders from the best bars around the world. The dual-location event will highlight Scotland's art of blending and London's contemporary global cocktail culture. WORLD CLASS™ 2014 seamlessly mixes heritage and cutting-edge innovation to make this the most memorable Global Final to date. This fusion truly reflects the ethos of elite bartenders, the values of the world's finest spirits, and this year's host nation.

Matteo Fantacchiotti, ‎Global Commercial Director, DIAGEO RESERVE, said, "WORLD CLASS™ is a true celebration of the world's best bartenders and fine-drinking experiences. From small beginnings in London, to international hot spots in Athens, New Delhi, Rio de Janeiro and the high seas of the Mediterranean; this year, we are proud to see WORLD CLASS™ return to Great Britain, paying homage to its origins and showcasing its evolution into the world's leading bartender event. Come July 2014, our guests will experience the best of Scotland and our Scotch whisky portfolio and will then be taken on-board the luxurious WORLD CLASS™ Express to London. Arriving into St Pancras International and capturing the spirit of the environment to introduce fresh influences and inspiration, our bartenders will take over a platform to compete in WORLD CLASS™ Live – a once-in-a-lifetime experiential challenge in front of consumers and luxury travellers."

In the lead up to the Global Final, WORLD CLASS™ continues to bring cocktail culture into the home ofmore than 180 million people globally with the second season of the WORLD CLASS™ BARTENDER OF THE YEAR 2013. Airing on more than 20 major TV networks across more than 100 countries, the TV special will shine the spotlight on the world of mixology, showcasing the world's best bartenders as they compete for the title of Diageo Reserve WORLD CLASS™ Bartender of the Year.

Additionally, consumers can create a fine-drinking experience for themselves with the WORLD CLASS™ 50: The Definitive Drinking Guide 2013, an online go-to for the discerning who want to be in the know of the best fine-drinking experiences all around the world. Hosted on both Tumblr and Pinterest, the Guide is curated by the best in the bartending industry and provides 50 unique stories: how to hunt down the best drinks, the best ways to enjoy these drinks, and the best things to see, hear, and do that make for a richer fine-drinking experience.

Throughout the year, the skill and talent of WORLD CLASS™ bartenders are honed using the collection of fine spirits from the Diageo Reserve luxury portfolio – JOHNNIE WALKER® BLUE LABEL™ Blended Scotch Whisky, JOHNNIE WALKER® PLATINUM LABEL™ Blended Scotch Whisky, JOHNNIE WALKER® GOLD LABEL RESERVE™ Blended Scotch Whisky, The SINGLETON™ Single Malt Scotch Whisky, CÎROC® Vodka, KETEL ONE® Vodka, TANQUERAY® No. TEN™ Gin, DON JULIO® Tequila, ZACAPA® rum, Bulleit® Bourbon, and Talisker Single Malt Scotch Whisky.