Diageo reserve announces world class 2021 in India in a Brand-New Avatar

With a dose of positivity and hope in this new year, India's biggest and most prestigious bartending competition, World Class, is back! A unique global platform that aims to nurture local bartenders' talent, Diageo has returned with its 12^th edition - a one-of-a-kind battle to rejuvenate drinking culture in the new normal.

The competition will invite entries virtually to support and create opportunities for the bars, albeit in a new and exciting format. Through an online entry process, participants across the country will be sharing their cocktail recipes digitally, which will be handpicked by an expert panel to arrive at the Top 100. To advance in the competition, they will be required to put their best foot forward and pass through a series of cocktail challenges such as ‘Waste Not, Want Not’ led by Ketel One, ‘The Botanical Journey with Tanqueray’ and others customized for each spirit. 

The endgame? The Top 12 will battle it out at the India Finals in April during a lively cocktail festival. India's World Class winner will then represent the country at the World Class global finals in July 2021 in Madrid, through a possibly virtual event.

An esteemed jury will review the participants based on taste, presentation, creativity, flavour, balance, and spirit knowledge representing F&B, Media, Restaurateurs, and Industry leaders.

In an exclusive first, consumers and audiences will witness the events through uniquely curated experiences in innovative and engaging format as the journey progresses. Livestreams at partner restaurants and bars, cocktail making masterclasses to support their local heroes and comprehensive kits will be available for them to maximize support for their favourite bartender. 

Commenting on the landmark competition, Shweta Jain – Diageo India's, Vice President: Luxury Commercial & Key Accounts said, "Diageo Reserve World Class continues to be the gold standard in the world of bartending. Its growth has inspired hundreds of bartenders to constantly scale newer heights and provide finer experiences for consumers across bars and restaurants. Our consumer leg of the competition is an interesting addition, and we are honoured to curate these initiatives for them, after the tough year we have all had. Extremely excited to represent the best Indian bartender in Madrid for the World Class Global finals this year."

Since its launch in 2009, Diageo Reserve World Class has educated and inspired over 300,000 bartenders in 60 countries all over the world. As part of the World Class Studio Training Module, selected bartenders will undergo trainings under Diageo Brand Ambassadors, held virtually this month. Their expertise, knowledge, skills and understanding of spirits will be demonstrated through some of Diageo's leading reserve portfolio brands comprising – Johnnie Walker, Tanqueray No.10, Ketel One, The Singleton and Talisker 10 YO.