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PRESS RELEASE22 Mar 2012

Rio de Janeiro, Brazil, announced as host city for Diageo Reserve World Class 2012 Global Final Download file

World's best mixologists descend on world's most iconic beach

22 March 2012: Rio De Janeiro, Brazil will play host to the highly anticipated Global Final of DIAGEO RESERVE WORLD CLASS 2012, a landmark week in the luxury industry that sets the trends of mixology worldwide. From July 8-12 2012, this vibrant city will welcome over 50 of the world’s best bartenders from around the globe.

Recognising the craft of the bartender, through its brief four-year history, WORLD CLASS has become a permanent fixture in the diary for mixology heavyweights of the luxury drinks industry. What began as a bartending training programme is now an internationally recognized annual event that elevates the fine drinking category and is changing the face of cocktail culture by creating luxury experiences for consumers.

The WORLD CLASS Global Final is replete with an exploration of the world’s best bars, high-profile evening events and is the industry authority behind setting mixology’s next biggest trends. A star-studded roster of bartenders from the four corners of the globe will make this year the biggest and most impressive yet - with more than 10,000 contenders battling their way to the prestigious Global Final to win the acclaimed title of Diageo Reserve WORLD CLASS Bartender of the Year.

Rudy Paoli, Managing Director Diageo Reserve, said, “WORLD CLASS is the only global event that recognises the craft of the bartender, discovers new talent and previews the latest fine drinking trends. Given the continuous growth of the luxury sector driven by emerging markets, Brazil was a clear choice for the 2012 Global Final. In 2011, consumption of personal luxury goods in Brazil was estimated at €2.3 billion making Diageo Reserve well placed to meet the increasing demand for fine drinking experiences and opportunity for luxury spirits.1 With an innovative arts and culture scene, Rio De Janeiro will provide a stunning backdrop for our largest showcase yet.”

Rio de Janeiro was chosen as the first host city in the Americas for WORLD CLASS with previous years’ destinations including spectacular locations such as London, Athens and New Delhi. The Global Final will be the first of other international marquee events taking place in Brazil including the 2014 FIFA World Cup and the 2016 Brazil Olympics.
“We are very excited to host the WORLD CLASS Global Final 2012 in Rio De Janeiro, Brazil,” said Otto Von Sothen, Managing Director, Diageo Paraguay, Uruguay and Brazil.

“With an established cocktail culture, the country is home to many sensational and exciting bartenders and bars that challenge existing cocktail norms and evolve classic recipes with a local twist. From stunning beaches to buzzing streets, Rio de Janeiro is one of the world’s most vibrant and enigmatic cities. Boasting colourful tradition and huge worldwide appeal, its spectacular beauty and kaleidoscopic culture make it the perfect location for WORLD CLASS 2012.”

At the Global Final, some of the most renowned and respected names in the industry, including Salvatore Calabrese, Dale de Groff and Peter Dorelli, will be judging the finalists who will be supported and advised by the 2011 and 2010 winners; Manabu Ohtake, Chief Bartender, Tower's Bar "BELLOVISTO" at the CERULEAN TOWER TOKYU HOTEL, Japan, and Erik Lorincz Head Bartender at The American Bar, The Savoy, London.

The winner of the Global Final will follow in the footsteps of predecessors becoming a recognized industry and consumer name overnight.  Manabu Ohtake, Diageo Reserve WORLD CLASS Bartender of the Year 2011, explains what winning the title meant to him.

“I have been propelled into the limelight, and constantly have clients wanting to be served by the ‘best bartender in the world’. It has accelerated my career and I am now working with the greatest names in the business and am honoured to be creating my own book of cocktails, WORLD CLASS Search for the World's Best Bartender 2011.  I have been traveling throughout Asia, Europe and the US to encourage new bartending talent, participate as a WORLD CLASS judge and discover new flavours and trends from around the world.”

Throughout the year, WORLD CLASS bartenders are trained with some of the finest spirits from the Diageo Reserve luxury portfolio – Ketel One® vodka, Cîroc® vodka, Tanqueray® No.TEN™ gin, Don Julio® tequila, Zacapa® rum and Johnnie Walker® Gold Label Reserve™ Blended Scotch Whisky and Johnnie Walker® Blue Label™ Blended Scotch Whisky – to create the most exceptional rituals, perfect serves and fine drinking experiences the industry has seen.
Follow the competition on Facebook at the ‘Global WORLD CLASS Finals’ page
www.facebook.com/GlobalWorldClassFinals

-ENDS-

For information about Diageo Reserve WORLD CLASS please contact:

Rachel Chan
Brand PR Manager, Diageo Reserve
+65 9618 5320
rachel.chan@diageo.com

Joanna Good
Neville McCarthy Associates
+44 (0) 207 940 2900
joanna@nevillemccarthy.com

References
1 Bain luxury market study, Fondazione Altagamma, 10th edition.

ABOUT DIAGEO
Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines and beer categories. These brands include Johnnie Walker, Crown Royal, JεB, Buchanan’s, Windsor and Bushmills whiskies, Smirnoff, Cîroc and Ketel One vodkas, Baileys, Captain Morgan, Jose Cuervo, Tanqueray and Guinness.

Diageo is a global company, with its products sold in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people and its brands, visit www.diageo.com. For Diageo’s global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit www.DRINKiQ.com.

Celebrating life, every day, everywhere.

ABOUT WORLD CLASS
Diageo Reserve WORLD CLASS is a landmark week in the luxury industry where mixology trends are set, fine drinking experiences are created and the craft of the bartender is elevated. At the core is an outstanding, global training programme that invests in the skill of the bartender and provides an international platform to discover and showcase the best talent from preeminent bartenders all over the world. Launched in 2009, over 10,000 bartenders have been inspired and educated in the craft of mixology using some of the finest spirits in the Diageo Reserve portfolio. This new generation of mixologists – each competing for the highest accolade in the bartending industry: Diageo Reserve WORLD CLASS Bartender of the Year - are elevating fine drinking experiences and bringing them to consumers in the best bars around the world.

As an extension of the WORLD CLASS training programme, in 2011 Diageo launched the Diageo Bar Academy in Asia Pacific, the region’s largest bartending course accredited by the Wine and Spirit Education Trust (WSET).

WORLD CLASS Global Final Week 2012 will take place in Rio de Janeiro, Brazil July 8 – 12. For more information on WORLD CLASS, please visit the Facebook page at: www.facebook.com/GlobalWorldClassFinals

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PRESS KIT
2012 Diageo Reserve World Class global finals press kit
08 Jul 2012

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