Keeping Canada World Class – Hear from our National Reserve and Sponsorship Manager

08 Jul 2022 North AmericaCanadaWorld ClassLuxuryMarketingSales
Michael Armistead, National Reserve and Sponsorship Manager for Canada, talks about Diageo’s World Class bartending competition. Learn more here.

We caught up with Michael Armistead, National Reserve and Sponsorship Manager for Canada, to hear about Diageo’s World Class bartending competition.

We caught up with Michael Armistead, National Reserve and Sponsorship Manager for Canada, to hear about Diageo’s World Class bartending competition.

Why do what you do at Diageo?
It isn’t often you hear people saying they love what they do. But I do! I’m in one of the most rewarding and energising roles I’ve ever had. Having tough negotiating conversations and getting to the best agreements that benefit our brands and business is very satisfying.

From a Reserve perspective, bringing the World Class Platform to life each year is intense, fast-paced and multi-faceted. I have the freedom and credibility to continue to build the program and that allows me to constantly challenge myself to do things bigger and better each year – the only limit is the limit of our imagination!

Why is World Class important for Diageo, industry and customers worldwide?
World Class is recognised as the biggest and best bartending competition in the world, but it is also multi-channel with a strong education platform that extends beyond bartenders. Diageo’s long-standing commitment to this platform demonstrates our commitment to the bartending community and the On Trade as a whole. There is no other program in the industry with the same scale.

Tell us about World Class and your involvement?
World Class in Canada over the past 5 years has evolved massively. It’s not just about the competition, bartenders and the On Trade, we have built it into an overarching platform that allows us to activate and promote the Diageo Reserve portfolio in different channels (Retail, On Trade, sponsorship/events, trade shows etc.) through sponsorships and partnerships. World Class as a program is built in the On Trade and I am proud of our Canadian success and that most of the past Canadian winners are still involved in bringing the program to life.

As a result of the program’s success, World Class is a key pillar in our five Year Reserve Strategy in Canada, and it’s very much my ambition to bring the global final to our country!

Why does the World Class program matter to you and what do you love about working on it?
It’s great to see the Canadian bartending community grow as individuals. World Class has played a role in developing the capabilities and reputation of people across the country and will continue to do so.

I love challenging myself and the team to build the most memorable experience with our brands for the World Class competitors each year. For example, this year, we held the National Final in Montreal and after eight months of planning, we were thrilled to introduce Canada to Stanley Tucci who joined us for two days. World-renowned Michelin starred Chef Daniel Boulud also joined us and Stanley to host a unique, intimate luncheon attended by key customers. Our grand World Class finale was livestreamed and attended by over 200 people from the industry, consumers and media.

How do our purpose, values and culture make things like World Class possible?
Becoming the most trusted and respected organisation in the world, coupled with having the freedom to succeed, are critical guiding principles for World Class, and those who build the program in every market around the world.

Knowing that I have the full support of the organisation is vital for achieving my ambitions for the program.

I think everyone in Diageo believes in being the best and strives for this.

Share your top 3 tips for someone looking to join Diageo?

  1. Get as much as experience as you can in every function and channel.
  2. Find out where your passion lies, what excites you about a role and figure out what you need to do to get there and who can help.
  3. Understand no two days are the same – shape the role to what makes sense for you, your goals and ambitions.

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