Raising the Bar: how World Class shapes a vibrant hospitality industry

World Class is the world’s largest cocktail competition. It’s a global platform for bartending excellence; challenging bartenders at the top of their craft, connecting them to a worldwide community, allowing their knowledge and cocktail creativity to flow back into the hospitality industry and shape drinks culture. For Diageo, our commitment to the on trade and customers, through initiatives such as World Class, is a key strategic pillar. In doing so, World Class also creates fresh and exciting ways for consumers to experience our brands.

Key stats

49

contestants and countries represented in 2026

2009

Started in

500,000+

bartenders' careers supported

“We touch every continent and every region where hospitality exists.”

Kevin Delaney
Global Head of World Class at Diageo

What does it take to be a World Class bartender?

A World Class bartender has the unique ability to combine technique, storytelling, hosting, resilience, grace, and creativity.

Craft and expertise: Bartending is a serious craft, requiring deep knowledge of flavours, ingredients, techniques and processes.

Creativity: World Class pushes bartenders out of their comfort zone, as they strive for creative excellence.

“There’s no limitation to creativity.”

Lele Mensah
World Class Great Britain Bartender of the Year, 2025

Authenticity: The best bartenders evoke their own sense of identity through the drinks that they serve. For Lele, he has been able to bring to life West African culture, flavours and people. They are storytellers; connecting flavours, local ingredients, brands and personality to their serves.

Excellent hospitality: Consumers are increasingly informed about what they're drinking, know what they like and want experiences tailored to their tastes, mood and occasion. Guests must feel welcome and special, and keen to return, create more memories and support a vibrant hospitality industry.

What is the impact for bartenders?

World Class accelerates careers and creates unique opportunities. For the winner, the programme provides access to Diageo’s network and resources, for a year of learning, travel and development. And for the first time this year, the 2026 winner, Zana Möhlmann, will partner with us to create a brand new ready-to-drink cocktail.

But crucially, you don’t have to win. Contestants and finalists can still forge desirable development opportunities and industry connections. The competition is about creating a cohort of highly skilled, confident and connected bartenders for the global hospitality stage.

“You don’t have to win World Class to win World Class.”

Kaitlyn Stewart
World Class Canada winner, 2017

What is the impact for the hospitality industry?

World Class is much more than an annual competition.

The skills and knowledge acquired through the programme are fed back into the hospitality industry, raising standards through bars and elevating the on-trade. And members of the World Class community offer mentorship to younger workers in the industry, creating a new generation of dedicated bartenders.

And that impact extends beyond the competition. World Class Cocktail Festivals take place in more than 20 countries, bringing World Class talent into venues, driving footfall and giving bartenders a platform to showcase their creativity to new audiences.

World Class spreads ideas and innovation around the world, from new serves, trends and techniques to new approaches around storytelling and presentation. Martinis are currently very popular, as consumers lean towards more savoury flavours, from an extra dirty martini, to miso to a smoky mezcal. It also has a cultural impact, professionalising and celebrating bartending by putting those at the top of their industry on centre stage to acknowledge the time, knowledge and effort that goes into every serve.

“I call this the Olympics of cocktails.”

Lele Mensah
World Class Great Britain Bartender of the Year, 2025

World Class is the perfect reflection of our commitment to our customers, the on-trade, hospitality and bartenders, connecting our brands with leading hospitality talent around the world.

“I still don’t think people realise how much goes into it. On any given night I’m part chef, part host and part performer.”

Matt Arnold
World Class Great Britain Bartender of the Year 2026