Sustainable cocktails. Better for bartenders. Better for the community.
Ketel One is inspiring bartenders around the world to re-think the way they choose ingredients and prepare their cocktails to have a positive impact on their communities
Feature 23 OCT 2018
Over 10,000 bartenders from around the world competed in hundreds of challenges over six months during World Class 2018, with 56 of the best bartenders from 57 countries competing in the finals in October.
Recognising that today’s consumers are increasingly conscious of the environmental impact of the brands they choose, one of the challenges the finalists faced was to re-think classic Ketel One cocktail recipes with sustainability in mind. Espresso Martinis, Bloody Marys, Vodka Sodas and Dutch Mules were re-imagined to have a more positive impact on their local communities.
World Class bartender Travis Kuhn designed a Ketel One Bloody Mary serve with the aim of creating jobs for people in his local community in South Africa. Travis launched an initiative to teach people in a local shelter how to create fresh juices for his Bloody Mary serve and is encouraging the local industry to show their support by buying these juices.
“This search for ‘better’ isn’t just with ingredients, but with experiences and a brand’s impact on society as a whole. Cultural consciousness has been at the heart of Ketel One, that’s why we decided to help inspire bartenders and bars around the world about how they can offer an even better drinking experience.”Alexandre Rodrigues
Global Brand Director for Ketel One
WORLD CLASS is on a mission to inspire people to drink better and create unforgettable experiences in the process. Whether at home or in a bar, WORLD CLASS encourages consumers to think and care about fine drinking in the same way they care about fine dining. WORLD CLASS has supported, trained and inspired over 300,000 bartenders across the globe over the past tenyears, while partnering them with the world’s finest spirits – the Diageo Reserve collection. WORLD CLASS is also the authority on the drinks industry whom consumers look to for the information on the latest drinks, trends, cocktail recipes and industry insight.