Global Competition Recognizes the Craftsmanship of Mixologist-Bartenders


A masterbrand plays a huge role in dictating cocktail culture around the world

Plus Aziz
  • 6 august 2014

Diageo has a reputation for making massive efforts to showcase and reward the world’s top mixologists. Besides their Bar Academy, they have also been running World Class for six years, a competition that has grown to be the World Cup or Olympics equivalent for mixologists and dedicated bartenders. At its core, World Class is an education program for some 11,000 bartenders from 50 countries whom are brought together once a year to compare flair, creativity, skills, and charisma in competitive, public setting.

One bartender is awarded the title of DIAGEO Reserve World Class Bartender of the Year. This year’s World Class cocktail judges included top-industry names such as Dale DeGroff, Peter Dorelli, Salvatore Calabrese, and Julie Reiner. With the finals having taken place this weekend, Chicago’s Charles Joly from The Aviary was crowned the Diageo Reserve World Class Bartender of this year. According to Edelman PR,

Charles mesmerized the judges from the very first cocktail but it was his unique and show-stopping signature serve that will help cement his name in cocktail history. His signature cocktail Above the Clouds, crafted for the final Punch and Glass challenge, blew the judges away. Throughout the week Charles consistently proved his winning credentials to the esteemed panel of judges that included legends and luminaries of the cocktail scene.

Trends Talk DIAGEO World Class Charles Joly_USA_Diageo Global World Class Winner 2014_0005.png

A deep-dive sample of the contestants is featured on the World Class Tumblr page, where the observers can find out more about the challenges facing contestants, all of which feature DIAGEO projects in fine drinking contexts. The blog also functions as a broad resource for consumers to learn about the world’s top bars, recommended drink recipes, and participate in the World Class Final week with masterclasses and cocktail-themed events, ultimately recruiting more consumers into a culture of fine drinking.

This year we bring WORLD CLASS to life in a pop-up house for cocktail enthusiasts in central London. The world’s greatest mixologists and best brands will be showcasing their wares, from Mexican speakeasy basement bars by Don Julio to Art Deco inspired bars from Tanqueray No. TEN. We’ll also be running different sessions and seminars for guests, one of which is called BC (Before Cocktails). Part edible exhibition, part bar, part museum, this will feature the things that inspired modern cocktails, whether it’s Shakespeare’s favourite drink, a modern recreation of ‘water for melancholie.’

Cementing Bartending as a Form of Craftsmanship

By capturing the oftentimes performative processes of how various mixologists work, World Class accentuates the artistry and craftsmanship that goes into a good cocktail. Upon winning the award, Mr.Joly reflects this sentiment in a statement where he says:

This journey didn’t start today at the ceremony, this week at the finals, or even last year when I entered the heats – it started many years ago when I first started working in a local bar. The flavors, the smells, the sounds, the techniques, the history, the theater – I realized I did not want to create just another drink. I make drinks with my heart and it makes me happy to see customers happy. The possibilities open to a bartender are limitless, not just in terms of your career but your creations – the only limit is your imagination.

Trends Talk DIAGEO World Class.png

700 UK Sensory Challenge – bartenders were briefed to craft cocktails that stimulated the senses.jpg

700 Trinidad Tobago_ creating serves blending Scottish whisky and their own country’s culture.jpg

700 Spain Gastronomy Challenge – cocktails made to pair with food created by chef Reiner Becker (The Shard).jpg

700 GreeceTale of Two Martinis – bartenders were asked to create their take on the traditional martini.jpg

World Class

Definitive Drinking Guide



Dubai And The Future Of Humanitarian Design

Design & Architecture
Technology Today

Fragrance Will Release The Smell Of Data If Your Private Information Is Being Leaked

The device is designed to create a physical cue for the potential dangers lurking online

Retail Today

LYNK & CO Is A New Auto Brand That Promises Mobile Connectivity On Wheels

Online access and mobility sharing are driving the company to disrupt the auto industry


Get PSFK's Related Report: Future of Work

See All
Gaming & Play Today

Nintendo’s New Console Pushes For Portable Gaming

The Switch allows gamers to seamlessly play on the go by themselves or with friends

Related Expert

Anirudh Sharma

Interactive Interfaces, Wearable Tech

Entertainment Today

Speaker Displays Song Lyrics As Music Is Played

The device is able to generate the graphics on a translucent screen and retrieve the words from a connected database

AI Today

Travel Assistant Scans Your Emails To Make Planning Easier

This AI add-on will sync with your inbox and sends reminders to make sure you don't miss anything important

Millennials Today

FOMO Survival Kit Helps Millennials Cope With Social Anxieties

The satirical product is meant to be a playful diversion for people who feel like they are missing out


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed Today

Health Expert: Nutritional Meal Replacements Are A Solution To Corporate Wellness

Ample Foods Founder Connor Young explains why supplements are the next food trend coming to the workplace

PSFK Labs Today

PSFK Picks: Top 5 Performance-Enhancing Wearables

Our new report looks at innovations pioneering the future of performance through intelligent activewear and predictive analytics

Food Today

New York Restaurant Uses Tomato Sushi As Its Newest Meat Alternative

fresh&co is using sous vide Roma tomatoes to create a vegan option that has the texture and taste of tuna

Advertising Today

Red Bull Converts Sao Paulo Payphones Into Data-Driven Bus Schedules

The booths allow city residents to check local transit times through a simple toll-free phone call

Retail Today

Why Experiential Events Could Replace Trade Shows

Marketers are seeking creative and impactful new ways to connect with influencers

Children Today

Modular Kit Teaches Kids How To Make Their Own Robots

MODI features magnetic modules and a platform for programming to encourage experimentation

Infants Today

Work Table Doubles As A Baby Seat

Designer Kunsik Choi created the furniture to facilitate emotional communication between between parents and their children

Technology Today

Album Turns Into Something New Each Time It’s Streamed

Bill Baird's new album explores the relationship between time and music through a website crafted by design team, One Pixel Wide

Technology Today

Wearable Device And Lamp Recreate Beautiful Sunsets In Your Home

Sun Memories can record up to six hours of natural light and reproduce it via a connected light at a later date

Design & Architecture Today

Flower Pencils Create Cherry Blossom Petals When Sharpened

A Japanese stationary company developed the special implements in order to create unique shavings

No search results found.