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Diageo’s
World Class 2020 competition kickstarts
activity with bumper series of
announcements.
You may have thought that it wouldn't
be taking place this year, but Diageo's
World Class, the global bartending
competition, has made a
triumphant return in 2020 albeit with a
revised approach that adapts to a new
competition environment. World Class
2020 has introduced
new people, partnerships and competitor
challenges. The
internationally recognised competition
has also announced a series of activations
at this year’s London Cocktail Week,
including the Whisky House at Goods Way.
FIRST THREE COMPETITORS REACH GB TOP 15
Taking a brief pause due to recent
events, the competition resumes with a
Bottle Cocktail Challenge in partnership
with Cocktail Porter and London Cocktail
Week. Recognising the demand for
portable cocktails, and the importance
of encouraging cost-effective serves,
the GB Top 100 were split into three
groups – Ketel One, Johnnie Walker Black
Label and Tanqueray No. TEN – to create
their bottled cocktail based on classic
serves, Espresso Martini, Tom Collins
and the High Ball. A winner from each
category has now secured a spot in the
much-anticipated GB final 15.
Top 3 – Bottled Cocktail Challenge
Winners:
James Rawcliffe – Tigerlily, Edinburgh
‘Eastern Adventure’ – (Tom Collins
adaptation) – Tanqueray No. TEN, kaffir,
pineapple & lemongrass cordial, Belsazar
riesling, soda
Kuba Korzynski – Black Rock, London
‘Esprimita Martini’ – (Espresso Martini
adaptation) – Coffee & coconut Ketel
One, crème de cacao blanc, coconut water
Stevie Kane – Baccarat Bar, London)
‘Jasmana Highball’ – (Highball
adaptation) – Johnnie Walker Black
Label, banana and jasmine cordial, soda
The winners will have their cocktails
produced in a cocktail kit format for
consumers to purchase via Cocktail
Porter, featured on the London Cocktail
Week website. The partnership will allow
consumers to buy the bespoke Cocktail
Porter x World Class Cocktail Kits (£39
- with free delivery during LCW) as part
of an immersive at-home & online drinks
experience, with digital masterclass
events hosted throughout October.
With the first challenge to find the GB
Top 15 complete, more information on
upcoming challenges will be revealed
over the coming months.
LONDON COCKTAIL WEEK x WORLD CLASS
New for 2020, Whisky House at Goods Way,
a unique collective of curated
experiences, events & masterclasses will
showcase and celebrate whisk(e)y. Set up
in the brand-new food, drink and music
hub, Goods Way in Kings Cross, the
activity will offer exploration and
tastings of exclusive whiskies,
innovative masterclasses and interactive
evening experiences. All guests receive
a Johnnie Walker Highball cocktail on
arrival, with a diverse food offering
from independent food traders.
Whisky House at Goods Way will encompass
‘World Class Drinks at Home
Masterclass’, to ‘Whiskey Rock n Roller’
and ‘Copper Dog Presents’, table side
menu add-ons for masterclasses and
interactive experiences will allow
guests to expand their evening in
Sweetwater, Nola and Lafayette. Full
programme of activity will be available
over coming weeks.
In addition, and in partnership with
Drinks Drop, RTD £6 cocktails will be
available from World Class partner bars
– with £2 of every cocktail sold going
back to the bar partners.
Throughout the month of October, 3 x
World Class masterclasses will take
place each week at Whisky House at Goods
Way, hosted by the World Class team. Led
by Brand Ambassadors from Johnnie
Walker, Ketel One Vodka and Tanqueray,
the experts will share cocktail recipes
and tips on how to develop skills and
techniques to make the perfect drink at
home. For those unable to attend, every
Thursday at 7pm, ‘Whisky House at Home &
Online’ will be streaming a digital
masterclass where consumers can join in
virtually, using their bespoke cocktail
kits purchased via Cocktail Porter.
In addition, a partnership with Crucible
will offer a weekly live show hosted by
Jack Sotti and Stu Bale of Crucible and
feature special panel guests, exploring
the fundamental elements that create
flavour in mixed drinks. Full programme
scheduled in Notes to Editors. Also
available online.
WORLD CLASS COMMUNITY GROWS
The exciting series of activations comes
with key new appointment announcements
with new faces joining the World Class
community – Jack Sotti, previously
Senior Tanqueray Ambassador, has been
promoted to Head of Advocacy GB where he
will be the key lead on the community’s
advocacy programme.
Pippa Guy, will be joining as the new
Tanqueray Brand Ambassador, GB.
Previously Senior bartender at the
Savoy’s American Bar, Pippa was the
first female in nearly a century to be
positioned in this role, and the first
female ever to wear The Savoy’s iconic
white jacket.
The community also welcomes Jo Last, the
new Whisky Brand Ambassador well
established in the bartending scene, and
Miriam “Mimi” Scofield – TLA Account
Executive, well-seasoned in the industry
working with some of the world’s most
renowned establishments for over 15
years.
Jack Sotti, Head of Advocacy GB at
Diageo, comments:"“We are incredibly
excited to bring World Class back to GB,
with a new and adapted program to
champion bartender creativity in the
face of adversity. We have stripped back
and rebuilt the competition to allow
bartenders with no bar or budget to
compete, and are airing our exciting new
4-part series with Crucible to kickstart
their inspiration. Most notably World
Class is about people, and so it gives
me the utmost pride to welcome Pippa, Jo
and Mimi to our diverse and passionate
team."
You will find Tanqueray, Ketel One and
Johnnie Walker available from specialist
online whisky retailers such as
The Whisky Exchange,
The Whisky Shop and
Master of Malt
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