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

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.

EXCLUSIVE MEMBER CONTENT
PSFK provides access to this article and every report, case-study, interview, and analysis that we publish for our members. PSFK Professional Membership also unlocks accessto unlimited customized research assistance and our database of over 100,000 insights on innovation trendspanning across eight industry sectors—from culture and brand to retail and customer experience.
Already a members? Log in