World Class sets sail to the Mediterranean to inspire the world of fine drinking
Monday, January 28th, 2013: Today, WORLD CLASS, the world’s largest and most credible mixology competition, announced the 2013 Global Final will take place aboard boutique Azamara Club Cruise’s ship, Azamara Journey, from 4th – 9th July 2013. Each adding their own unique splash of creativity, dash of showmanship and twist of technique, only the 50 best bartenders will be selected to compete at the Global Final for the coveted title of Diageo Reserve WORLD CLASS Bartender of the Year.
Setting sail along the French Riviera in Nice and Monte Carlo, the voyage will include stopovers in some of the Mediterranean’s most iconic and chic destinations including St. Tropez and Ibiza, before culminating in the Catalan capital of Barcelona.
The world’s most respected mixology cognoscenti as judges, boasting the likes of legends Dale DeGroff, Salvatore Calabrese, Peter Dorelli, Hidetsugo Ueno and Gary Regan, media glitterati, renowned bar owners and international stars of stage and screen, will join the Global Final. Together over 600 attendees will celebrate the craft of bartending with exclusive insight into testing cocktail challenges, high-profile evening events and inspiring industry talks and debates.
Rudy Paoli, Managing Director Diageo Reserve, said, “The WORLD CLASS Global Final is a landmark event in the luxury industry which has become an internationally recognized platform and mark of distinction for mixology. WORLD CLASS elevates the craft of the bartender, discovers new talent and previews the latest trends and must-have fine drinking experiences to the world. Given the strong growth of the Diageo Reserve business within Europe, the Mediterranean was a clear choice for the 2013 Global Final.”
“Embarking on its maiden voyage, WORLD CLASS recognises the increasing popularity of luxury cruises, which are becoming some of the most sought after tickets in premium travel,” continued Roland Abella, Managing Director Global Travel & Middle East, Diageo. “The partnership with Azamara Club Cruises will offer a unique experience for the voyagers. The Global Final will take inspiration from the most exclusive ports in Europe and bring to them the most stylish, distinctive fine drinking experiences on board the ship.”
Larry Pimentel, President and CEO, Azamara Club Cruises, said, “Our team at Azamara Club Cruises is dedicated to creating compelling and exceptional destination immersive experiences for our discerning, up-market travellers. We are delighted to be partnering with WORLD CLASS bringing fine drinking experiences on board for our guests.”
Launched in 2009, WORLD CLASS has grown from humble beginnings into a fully fledged property, training 15,000 bartenders around the world each year. In 2012, the WORLD CLASS TV Show was broadcast in more than 110 countries, putting a spotlight on the WORLD CLASS bartenders. The WORLD CLASS social forum on Facebook is a collective of the world’s best bartenders where they connect, share and collaborate to discover new trends.
Throughout the annual programme, WORLD CLASS bartenders are trained using the collection of fine 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, JOHNNIE WALKER® PLATINUM LABEL™ Blended Scotch Whisky and JOHNNIE WALKER® BLUE LABEL™ Blended Scotch Whisky.
Follow the competition on Facebook at the ‘Global WORLD CLASS Finals’ page
For more information about WORLD CLASS, Diageo, its people, brands and performance, visit www.diageo.com
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 DIAGEO RESERVE WORLD CLASS
Diageo Reserve WORLD CLASS is transforming fine drinking experiences and cocktail culture around the world and in the home. The industry’s largest, most credible investment in the luxury on trade, it discovers the next generation of bartending talent who set the latest mixology trends and bring these to the best bars worldwide. At the core is an outstanding, global training programme and internationally recognized platform that elevates the craft of the bartender and builds careers in the industry culminating in an annual luxury landmark week where the Diageo Reserve WORLD CLASS Bartender of the Year is announced. Launched in 2009, over 15,000 bartenders have been inspired and educated in the craft of mixology using the finest spirits in the Diageo Reserve collection. A partnership and collaboration with gurus, media, partners and owners, Diageo Reserve WORLD CLASS is widely recognized as a mark of sophistication and distinction of international fine drinking culture by bartenders and customers alike.
As an extension of the Diageo Reserve 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), which has trained 10,000 bartenders to date